Turning Struggling SDRs into Top Performers

Struggling SDRs can drag the team down, but only if they let it. The first step to turning things around? Make sure they’re in.

Start the 1:1 by straight-up asking:

"I want to help you, but I’m going to need your commitment here. Are you willing to put in the effort to improve?"

Without buy-in, no amount of coaching will stick. But if they’re on board, now it’s game time.

Step 1: Listen and build trust.
Start by asking:

• “How are you feeling?”

• “What’s your gut telling you?”

This isn’t fluff—it shows you care and builds trust. Consider setting aside time for a coffee, lunch, or a casual chat to get to know them better. When they see you care about them as a person, it creates comfort and a sense that you’re on their side.

Step 2: Dive into the data.
Split performance into my three favorite buckets:
1️⃣ Hustle: Activity. Calls, emails, outreach volume.
2️⃣ Skill: Conversion. Are they booking meetings or hitting walls?
3️⃣ Impact: Results. Are their meetings driving real pipeline?

Pinpoint the weak spot. Let’s say it’s hustle—go deeper:

• Are calls too short? Likely a bad opener.

• No pickups? Maybe bad account targeting.

If you don’t have solid data, you’re just guessing. Fix that first.

Step 3: Get in the boat with them.
Don’t just coach from the sidelines—get in the trenches.

• Make cold calls with them.

• Prospect alongside them.

• Show them how it’s done, and model the behaviors you want to see.

When they see you’re willing to roll up your sleeves, they’ll feel supported and more motivated.

Step 4: Focus on one problem.
Pick the issue with the biggest impact and attack it. Quick wins boost confidence and build momentum. Once they see progress, they’ll be more receptive to fixing the next thing.

Step 5: Reinforce good habits.
Once both you and the SDR feel confident they’re building the right habits, use 1:1s to cement those behaviors. Acknowledge their wins:

• “I noticed your calls are longer and more engaging—great job!”

• “Your targeting has improved—those connects are climbing!”

This isn’t just praise; it’s validation that their efforts are working. Repetition creates consistency, and consistency breeds results.

Step 6: Be honest about the stakes.
Always be upfront about what can happen if performance doesn’t improve. But balance it with encouragement:

"I’m fighting like hell WITH you to turn this around."

Like what SDR wouldn’t want to hear that from their leader. Struggling SDRs don’t need saving—they need a partner who’s clear, committed, and in the trenches with them. Show them you care, and they’ll rise.