The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 1 year ago

From Zero to BDR Team in Under 12 Months

ABOUT THIS EPISODE

You’re a BDR director who just joined a company with no prior BDR function at all. Your gut response is probably to start hiring right away, but that’s not the technique that worked best for today’s Sales Engagement guest.

In this episode, I interview Luke Boddis , BDR Director at Checkout.com , about building his BDR team from scratch.

Join us as we discuss:

The importance of constantly refreshing the playbook

Why video prospecting builds trust so quickly

Key characteristics of great BDR candidates

The onboarding/ramping program at Checkout.com

Check out these resources we mentioned during the podcast:

Legacy by James Kerr

For more engaging sales conversations, subscribe to The Sales Engagement Podcast on Apple Podcasts , on Spotify , or on our website .

Listening on a desktop & can’t see the links? Just search for Sales Engagement

in your favorite podcast player.

Welcome to the sales engagement podcast. This podcast is brought you by outreach, the leading sales engagement platform, and they just launched outreach on outreach, the place to learn how outreach well does outreach? Learn how the team follows up with every lead in record time after virtual events and turns them into revenue. You can also see how outreach runs account based plays, manages reps and so much more using their own sales engagement platform. Everything is backed by data pulled from outreach processes and customer base. When you're done, you'll be able to do it as good as they do. Head to outreach Doo on outreach to see what they have going on. Now let's get into today's episode. Welcome everyone. Thanks for joining today for the sales engagement podcasts, we have our special guest Luke Bodus with Checkoutcom Luke, would you like to introduce yourself? Yeah, of course, I think first eve any money. Thanks for inviting me on. Hey Up to give a quick introduction. My name is Luke. I'm the beauty out director here at checkouts. been his since October of last year. I kind of before I started to check how never had a beauty off function with growing at an incredible rates. It is a very, very exciting place to be and and yet I thank you for having me yes so we are super excited for you to be on the show today as well. So, for these of you out who do not know me, I'm Caitlin Kelly and I leave the str team over here at outreach in a meum and, as many of you know, check outcom has had extreme growth and they are also a Unicorn Company. So for today's episode, super excited to talk about how you've been able to really scale your SR function over at check outcom, Luke, and the kind of get that kicked off. You were one of the first strs over at check outcom and kind of in like that's early start up phase and coming off of Oracle where there's a bit more structure, what were some of the biggest challenges that you really faced while you're getting the str function off the ground in their early days? Yeah, no, it's it's a great question. So a little bit of background. I was a bedr manager or record net sweets. I was therefore for a year and a bit and obviously, coming from Oracle to check out where there was no bedr function, I think the first thing was kind of get in the foundation set and of course, when you started a new company, can get very, very excited and I think the first you to do is just hire straight away. But the first thing we did is kind of creative Dr Playbook. So I was thinking back to when I was a BEDR. What do I wish I had? And essentially in our playbook we have different messaging that I used to use. CADENCE has competitor analysis, all that kind of stuff. So essentially, when our bed as were on boarding remotely, they had a playbook they could always refer back to. But I think the most important thing is that we keep updating the playbook. Of course our messaging is changing. We don't want to playbook that I created about nearly a year ago now and then we don't adapt it or change it to its meet a new way of selling. So that was definitely a key thing for us and obviously, coming from Oracle, it was an established BEDR function already. We had to really first seed to find who are ICP was at checkout. We had to really then define our kind of best selling practices as well. So essentially I was a sponge. I was listening to as many sales cools as possible. I was really getting involved with the reps and really trying to learn as much as I could. And then once we had the BEDR play because established, we then went into kind of our hiring. To be honest of you, I got incredibly lucky with the first bedr we hired. Her name is Sabrina. She's now in a manager role, but she really set the standard. And then we had our second bedr arrive, her name's Val, a couple of weeks afterwards. And those who really said the standard. They both came with with Bedr experiences, so they could both kind of elevate me as a manager, but at the same time they knew what was working, but they were...

...also very, very keen to take on new ideas as well. For example, they had never used video prospecting before and when I kind of told them that I was going to be one of our key methods of our reach. They can't look to me like one for you talking about that is never gonna work. And then from now as kind of our our main resource of meetings booked. But it was definitely getting the foundation set game, that BEDR play, that established, and that's now created this incredible success we've seen since. Yeah, that's amazing. I think it always comes down like those initial hires that you do bring up it bring in. That's going to be like one of the most important things they're in. Amazing that they were able to get, you know, help elevate you as your kind of building it and learning as you go throughout it as well. Yeah, no, completely, it's most of you. I kind of did my own kind of Linkedin sourcing when I first got in the role and I came across our first for so Sabrina, Valeria Martyn Mateo. Yeah, when I was a not their linkedins off, for there's no way they're gonna join us a brand new BEDR team. They have me our experience and we just got very, very lucky, and those four I've been fantastic and then they are going to grow into incredible salespeople moving forwards as well. That's right. You must have had a good pitch when you went and found the one linkedin. I hope so, but now I really can't have them enough. They they have been been awesome and it is a real pleasure working with the n kind of seeing their development as well, which has been great. Yeah, that is that is huge. That's like one thing that I love to hear about, like high performance and maybe low experience, but how are you really developing them for this to be like the beginning of their sales career, which is awesome. Yeah, you'd mentioned something there that caught my attention, which is video prospecting. Yeah, and I do have a question around that. The question is, do you feel like the video prospect is definitely a channel that isn't leverage enough? So I love that you guys are using it and kind of are seeing the impact of it. Do you feel like, beast off of the different regions, there are specific regions that respond better to video prospecting, or would you say it's pretty much across the board? Yeah, again, good question, I think. I think, firstly video prospecting has been so great for us is that I know when I was in sales and in a closing Rale, the hardest part of my my career was kind of building up that trust. I think sales people have this kind of terrible connotation of just being money hungry, doing anything for a very, very quick deal. But when you said a video, you're putting your face. That's your name. Essentially, you can tell it's not a method of mass outreach. It's very, very personalized and essentially want all about bedrs here to be the experts, expert on all thing payments check out, but also to have their is the ground in the latest developments of their industries and videos are great way of kind of cutting through the usual sales traffic. To answer your question, we've seen video success in all regions. So so right now we have kind of our core European team. They sell into the UK, the dark market, southern Europe and France, and video has brought our largest kind of merchants on board just from a very simple video through linkedin or emailing, and we've never ever received a bad response. Even if someone is saying no to us, they'll still that take the time out to say I love this approach. Never seen this before. Completely unique. Yeah, and it is the great buzz. And in our slack channel I always say to the team and celebrate the nose, share them with the group and that just builds a fantastic kind of, I guess, positivity around kind of getting those responses and again celebrating those nose. Yeah, I know, definitely. Ever, every know, is one step closer to the as so lovely. So when you kind of think back to when you first started building it out, you'd mentioned the playbook that you really established early on in the days to help the team scale with. There any other processes that you say that you would say you implemented that had a like the biggest impact outside...

...of the playbook? Yeah, I think for myself it was kind of our sales methodology. I'm a massive believer in value based selling, so I always says the team we're not selling the features of check out, for example. For us there will never be ahead of payments. Who Wakes up every day thinking about a single unified API solution? But they will be waking up and thinking how can they say if their company time, how can they eliminate their risk? And when we focus that in our messaging and we've that really resonates abour prospects. So I think the key thing for us was value based selling. I think secondly, as well as the creative outreach, the last thing I wanted to do when kind of building out this function was to create an environment where our beds felt almost changed their desks. They had to make x amount of cools. That's not we want here. The bedeos have full creative license to do exactly as they want. And when I say to the team never they join is essentially see this now as your own business within a massive organization. However hard you work, you're going to get rewards. But that is the the recognition the commission, whatever it maybe whatever motivates you, see that as taking you one step further. So I think the big things rust was that value based selling piece, put us that creative license to cut through the usual sales traffic as well. Yeah, now, that is that is huge. When you think about I'm giving them like the creativity to own their own number and kind of focus on the outcome rather than the inputs. Then that also creates a different type of culture too, and it really gets some bought into it where it's like they're they're here to like achieve what they have put their mind do not what their managers telling them to do. Essentially exactly. And again it's a team of individuals. They all have a fantastic qualities that set them apart. Some of them really really push video. Others brought these incredibly created emails that I've never seen before and when you kind of put them all together in our weekly kickoffs or weekly wrap ups, it's a fantastic space to kind of share ideas and get understanding. It's what's working for one person, but yet those who thinks have really accelerated the the BEDR function here at check out awesome. So kind of like looking ahead and you know, you really scaled the team from just yourself in the very beginning to over twenty Reps. I know you have been like very you've been kind of breaking into new markets and kind of looking to experience, excited like to say it. So you guys are in Europe, been you're looking to get into a hag in the US as well, and so when you're kind of doing that and you're explaining we had talked a little bit about hiring the right people. What are some key care characteristics that you look for when you are bringing on and you a SDR. Yeah, that's how you said. There's been a A. I've been fortunate to me a lot of great candidates, but one thing I really look for is the art of being curious, and for me curiosity is broken down into three parts. So one being that they're curious in themselves. So of course we will know the BEDR robber. Will they doing outside of the Bedr roll to redevelop their learning and they're their skills? Essentially? Are they doing additional courses, reading additional materials? Are they leading training sessions? How are they continuously developing their skill sets? So that's number one, I think. Secondly, it's curious in check out. So check out is evolving at a phenomenal rate. Again, it's an incredibly exciting place to be. But are they invested in checkouts values? Are they invested in our products? Are they really enhancing their skill set against become the experts, expert in all things payments and and check out related? And then, lastly, it is being curious in our prospects. And again we know the BEDR role is there to help streamline the entire sales cycle. Are they really asking those indepth questions that can streamline that entire Roach? And when they have that, that curiosity in their prospects, it develops their messaging, it develops their cooling and...

...they've already have their it the ground and all of the latest developments and trends in that industry. So I think firstly is being curious in those other factors. Of course we look for individuals who are motivated, who are organized. I think a big thing for a manager as well it is having someone who is coachable. Again, we have bedrs who do have experience, but we want them to kind of admit that they need help in a certain areas and what we do at check out was we provide a very, very tailored, personalized training program to kind of hit on those girls and what they want to achieve. So those factors for us make the the perfect candidate. Fantastic. I love that you guys have a personalized training program that is super unique. I haven't heard that very often. I feel like a lot of people kind of have like these programs that they roll out, but night tailored specifically to like that individual superpower. Yeah, I think. I think obviously the more traditional route for a Bedr to go strained into an account exact position, but the video rollers evolving and essentially see the BEDR ors a fantastic platform to pursue many different transferable skills that can be used for out an organization, and every BEDR will want to become an account EXAC. I've worked with bedrs who have gone on into some marketing, into customer success, account management. Even had beds that wanted to pursue the BEDR manager role and at check our we provide that platform for them to be successful and and also have an open communication whereby they can approach us and say I want to work on this or I want to achieve this, and this is all set out on their very, very first day of on boarding. They know exactly what they need to do to take the next step. But we also kind of give them that that plan to say, if you want to achieve this, we will give you x and in return you can always come to us and get that help you need. Okay, fantastic. You'd mentioned that this all starts in the onboarding process. So like in the very beginning we're having those conversations about crew development and kind of being invested in to check outcom beyond just the stir function or Beadi. Our function. How does kind of your onboarding program really differ from other ones that you've seen throughout your experience? Yeah, no, well, I think first and it's give a massive thank you to some Michelle, who I know will be listening. He is responsible for all of our on boarding and trading at check out, and he really really did help me building out this entire function. But how does this differ? I think what makes kind of the onboarding plant differ is that the the kind of help, if you W on, the guidance starts even before day one. So when we when the candidate signs of contract with us, we want to hit the ground running as quickly as possible. So I always sent out a message saying hey, can't wait to work with you. Who really excited to have you joining the team. And then I say here are some potential reading materials that could could benefit you. And what we share is some docks on checkout, but we also share is a selection of recorded discovery cools. I think there's this massive fear of cold cooling, especially if you're new to sales. Yeah, so we kind of want to break down that and we share some real life examples of discovery calls, of qualification calls, so they know exactly what it's like and then when they actually start on day one, they already have this fantastic knowledge into what we do, but also our be the our team and our way of selling. And then again are on boarding is essentially broken down into two parts, so one part being the business intelligence piece, so all about check out payments, our competition, our value based selling, all that kind of stuff, and then the second part is broken down into sales skills, so cold cooling, emailing, all of our tools, all that kind of stuff. It's to give them the best platform and in month one they don't have a target. We want them to really meet as many people as possible, build up a fact, a fantastic foundation into what we do and then,...

...month to month free when they're still on boarding and getting used to the role, they start working in boundaries to build up practice, they start doing role plays, they've already start listening to more and more sales cools and essentially provide them that platform to be successful so when they go into their secon and courts with us, they have all the tools necessary to be the best bed the other they could be. But I think as well, and one thing that's quite unique at the training never ever stops. The BEDR team especially, there is training, I'm going to say every single week from a team perspective, but then we also have weekly one to ones and we encourage bedrs to bring air stone to focus on. So maybe it's a recorded cool they want help on. Yeah, we do treading that way as well. So it's really something we put a lot of emphasis on and we've seen incredible success and feedback from that as well. That is amazing. I this is like one of the reasons I love doing these podcast is because I learned something new every single time. And you'd mentioned which is Super Unique, is you guys send out those discovery calls in the call calls prior to them starting, which is a brilliant idea. I'm actually going to steal that. Yeah, you're welcome. We send out like reading material and kind of like, you know, basically stuff to like prep them for the the wrong stuff. But I love the idea of like Hey, this is actually what the jobs going to look like, this is what it may sound like for you, and it kind of will probably eases things I had before they jump into another first day. Yeah, and I'm massy again. Thinking back to when I was a body, I was terrified of the phone and I would almost do anything to not have to pick it up. So I think you kind of stray asway think someone's going to shout at you or how to go at you or all that kind of stuff. Yeah, when you actually hit some some real life examples, and the example we share on always amazing cools, that they're cools that happen every single day and once a bed are starting with us his them, they're kind of okay, it's not actually too bad. Yeah, and then we do all of the training and then they know exactly what it's going to be like from from that point onwards. Yeah, that's fantastic. So kind of transition like off the back end of that when you are bringing people on board it and your guys are scaling. I know like one of the biggest struggles for companies is kind of blending that gap of knowledge. We call it like tribal knowledge. But how are you kind of or what processes have you really put into place to really reduce those Ram periods in bring your new hires on board and up to the level at those original for that really set the bar for you. But there any any process that you really implemented there to really help that? Yeah, I think definitely creating almost like a mentor ring peer to peer learning environments whereby no question is a is a stupid question. So they have that kind of open form straight away, I think, as well the for original beat as we had Sabrino Valeria marks from the Teo. They provide the foundations. So I created my own kind of BEDR play it when I first started. But what those fought it is that they made their own regional specific playbooks and that set the trend for all future regional bed as going into their kind of teams, if you will. But I think is what's great about check out is that we have an organizational struct where by you can really reach out to anyone and of course a lot of our on boarding previously was remote. We're now kind of changing ever so slightly, but it's really having that open forum where by you can ask anything and you'll always have someone better support you. So the mentoring thing and kind of the peer to peer learning, that was massive for us, I think as well. I know when I was a bed I used to always kind of go into the weekend thinking off and if I did that differently and wellness, the me is is a massive, massive thing of importance, especially when it comes to sales. So we always have Friday wrap ups. There are a great way where we talk about what went well that week. Think I didn't go well that week and essentially it's almost like a safe space to share ideas have that collaborative learning.

And again, I got very, very lucky, but the team we have here is the best team that I've ever worked with. It's an incredibly collaborative environment whereby they really will do anything to get everyone not just to a hundred percent but to exceed a hundred percent. On a monthly basis, though, they are awesome. So I guess when it comes to learning, the key thing for us was having that collaborative environment but also pushing those four more into to leadership responsibilities and to share idea, share best practices. And again, the playbook, the regional playbooks, has really accelerated all of our growth and learning. But as well having the personalized training plans and the weekly one to ones. They create that open forum, but by we know exactly what we can do to elevate our bedrs. Again, they'll be joining us at different parts of their career. YEA, some are fresh graduates, some have sales experience and we want to give them that, that platform to exceed. So it's aurce about having that open forum to share ideas, but it's fantastic. It sounds like in the last eighteen months you've been able to develop some really strong like bedrs and also leaders on your team that have really been able to lean in outside of just like helping like lean and develop your new hirers on board and continuing in the growth that you guys have. How have you been able to really instill like the importance of then building their own brand personally? Yeah, so again I think it's about going outside the realms of the usual bedr role and we're very, very lucky in the sales community and even the bed our community that there are fantastic networks you can be a part of that will will give you that additional learning, if you will. Me Myself, I'm learning every single day. I know I'm not the the complete finished article, if you will. I still want to develop and learn new skills and and really accelerate my own kind of growth and learning as well. So the BEDR seam, for example, a lot of them are part of the SCIS of London group, which has been very, very important for them, but also when they are starting the Bedr role they can network and speak with other people in their situation kind of share their ideas. Best practice is that kind of stuff. There's a lot of other groups, I know I'm a part of it as well, such as pavilion and St and the see our leader group as well, which has been fantastic. Again, speaking to those that have been in my role or have set up teams from scratch as well, it's a great place to bounce ideas off of and also kind of leverage your intern network as well. So for us it's very, very important, but also at check out as well there is a lot of different groups the team can can be a part of too, again really leverage their internal networks as well. Lovely. What would be your advice that you would give to an str who is just starting their career? I think firstly is to have fun. For me, being a BEDR was the the best career decision I ever made. You learn so many different transferable skills that can really be applied to any role. Moving forwards, for me I was quite shy before I got into two sales that the thought of doing something like this, I'd be like, no way, but you really develop your confidence. You get to meet the most amazing people. Every day is different as well, which is great. So I think the the key thing for anyone who's looking again into a BEDR role is to display that curiosity in those free parts and that will give you the best stepping stone to be very, very successful when it comes to sales. All Right, I love that. I think, yeah, if you're not having fun at this, could probably be a really miserable so but yeah, I know that's friend has in it moves so quick and sales, that's the thing, and every day is different, so the time just fice by. So love that. If you were lastly, if you had to choose one book that's had in impacting your professional development, what would that...

...one booget be? Yeah, so we got quite lucky. So we actually have a Bedr Book Club at checkouts. So I've been in undated with with books that really and hards my learning. But if I kind of step aside from from that, I think the the book that had the biggest impact on me was legacy by James Kerr, and essentially what that looks into is the New Zealand all blacks rugby team who are saying she have one. I think it's like seventy five percent of their international matches over the last one hundred years. But what that book does. It really has a deeper dive into uncovering what is actually needed to develop those extraordinary high performance culture and breaks down to fifteen business lessons, for example, purpose and why. We should ask why and understanding how purpose can really make leaders and and Bedeos, if you will, create those beliefs and sense of directions. So for me that was a massive, massive book for me to enhance my kind of business learning, but also a massive into my sports. So it was a good read as well. That's fantastic. I think there's a lot of I'm gonna have to look up that book. Definitely I'm not familiar with like rugby and stuff, but there's a lot of like sports teams and analogies that really help will developing kind of that winning mindset or not. So definitely gonna have to look up legacy. But, Luke, thank you so much for joining us today on the sales engagement podcast. Really appreciate all the insight they're able to share and how you've been able to scale your team so successfully over at check outcom. What would be the what best way for people to connect with you if they wanted to reach out? Yeah, well, no, no worries, many thanks for having me. I've already ready enjoyed this as well. But the best way it's just like said, I need to increase my my social setting. I can learn a lot of stuff from you, but no, Linkedon is the best way of reaching out. All right, fantastic. Well, you heard it here. First, reach out to Luke Botus on Linkedin, and also you can reach out to myself as well. Thanks everyone. So thank you say this was another episode of the sales engagement podcast. To help this get in front of more eyes and ears, please leave us a shining five star review. Join US at sales engagementcom for new episodes. Resources in the book on sales engagement. To get the most out of your sales engagement strategy, make sure to check out outreach. That ioh, the leading sales engagement platform. See you on the next episode.

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