How to Get Promoted from a SDR to AE

Getting promoted from a sales development representative (SDR) to an account executive (AE) comes with significant increases in responsibility and pay.   This means that a SDR must both prepare themselves for the next step and convince a hiring manager that they are ready.


I built a similar guide for an SDR on my team in order to create a roadmap that would prepare the SDR to be seriously considered for an opportunity when it opened. Following these steps is not a guarantee that the SDR would get the position.   The SDR would be involved in a competitive interviewing process with both inside and outside candidates.   The advantage of the internal candidate, in many cases, is that they have had longer to sell the hiring manager on why they are the right candidate.


The SDR that wants to be promoted should demonstrate they are committed to learning on their own time.  In the past I have recommended that salespeople read the books Same Side Selling (or online training), The Challenger Sale, and Question-based Selling.   There are also several podcasts available for no charge.


There are at least 6 skills I believe are important for AE s.   

1. Excellence in prospecting 

2. Excellence in qualifying 

3. Forecasting  accuracy

4. Emotional Intelligence 

5. Mentally prepare for the hard part of sales 

6. Negotiation and Closing


Demonstrate Excellence in Prospecting


A SDR should be able to easily demonstrate this by their performance.   For instance a good metric is that an SDR should be able to create an average of three meetings per week for their AE.  The SDR should ask their AE to rate those meetings as to whether or not they fit the company buying personas and ideal customer profile.   The SDR that wants to be promoted should share best practices with other AEs and SDRs in this area and make their performance known to the hiring manager.



Learn Qualifying Skills


SDRs should learn about problems in their industry and how to ask questions to determine whether or not their company is likely to solve those problems for the prospect.  The SDR should be regularly attending first meetings with the AE and discuss methods the AE is using to qualify the opportunity.   The SDR should also discuss what they are learning in books and podcasts on this subject.



Learn Forecasting Skills


Many companies have implemented a forecasting methodology like a MEDPICC.   These letters are an abbreviation for Metrics, Economic Buyer, Decision Process, Decision Criteria, Paper Process, Identified Pain, Coach, and Competition.   Understanding where a company stands with these elements will help with accurate forecasting.


SDRs looking to be promoted should learn about customer org charts and heat maps (popularized in power base selling).   SDRs should also understand customer best practices for project portfolio management.   SDRs should learn best practices for POCs and formal vendor evaluations.   In addition SDRs should learn about customers' budgeting process and business justification process.  


If SDRs are not part of company forecast calls they should request to join a few of them to learn best practices from sales management and AEs.


Demonstrate Emotional Intelligence


Developing emotional intelligence is all about understanding yourself and helping customers articulate what is going on and why in difficult situations.   This might include a customer ghosting the sales rep, how to react when there is a difficult technical support issue, how to understand where your company stands with the customer, or how to help a customer navigate their own complex organization. 


Mentally prepare for the hard parts of sales


Sales is a hard job which is why many people are afraid of it and change industries.   Mentally preparing will help the AE with how to react in common situations.


  1. The amount of effort required is higher than many jobs.

  2. Quotas go up every year

  3. Territories change or are reduced

  4. Getting creative when what has worked in the past does not work now.

  5. Customers get angry

  6. Deals get delayed or canceled due to (loss of budget, change of personnel etc.)


Negotiation and Closing


Closing should not be an event where a sales rep talks the prospect into buying.   Rather it should be a review of the business and technical benefits that both sides are confident will be achieved by implementing the solution.   Closing involves working backwards from the steps the customer and vendor need to take to realize those benefits which includes the evaluation process, implementation process, and purchasing process.

Closing for the next step should have been practiced at all stages of the sales cycle. For instance confirming that there is enough interest in solving a problem to involved their boss, seek funding, perform a vendor evaluation, involve the legal team, etc. At some point the budget will be approved, the legal terms will be worked out and the customer my bring in a professional negotiator with the title of procurement.


The best negotiators understand and can communicate what is important to both parties.  When there is a disagreement on the path forward, proposing multiple possible solutions is likely to result in the most favorable outcome for both parties.   Important terms in negotiations include anchors, counteroffers, and walk away terms. If there both sides believe there will be a significant return on investment, walking away is very unlikely.


Were you promoted from an SDR to an AE?   Drop me a note below with the steps you took to get promoted.