SDR (Sales Development Representative)

Overview

You're an SDR at Momence calling studio owners, gym operators, spa managers, and dance school directors to book demos. You're selling an all-in-one booking/membership platform that replaces tools like Mindbody, Pike13, or a patchwork of separate systems. Most of your targets are owner-operators running 1-3 locations who handle sales, operations, and customer service themselves.

Role Snapshot

Company Context

Stage: Likely Series A/B (139 employees suggests funded growth stage)

Size: 139 employees

Growth: Actively hiring SDRs suggests expansion mode

Market Position: Challenger in a crowded space dominated by Mindbody, with competitors like Pike13, Zen Planner, and Glofox

GTM Reality

Pipeline Sources:

• 30% Inbound - studios searching for alternatives to Mindbody or looking to consolidate tools; quality varies widely
• 65% Outbound - cold calling/emailing from purchased lists of studios, gyms, spas
• 5% Referrals - happy customers referring other studio owners

SDR/AE Structure: Dedicated SDRs (you) set meetings for AEs like Robert and Avanti

SE Support: No SE - AEs run their own demos

Competitive Landscape

Main Competitors: Mindbody (market leader), Pike13, Zen Planner, Glofox, WellnessLiving

How They Differentiate: "All-in-one" positioning vs piecing together multiple tools; likely emphasize ease of use and automation vs Mindbody's complexity

Common Objections: "We just signed a contract with Mindbody," "Too busy to switch systems," "Price - we're barely breaking even," "We'll think about it after the holidays/summer/busy season"

Win Themes: Time savings from automation, frustration with current provider, consolidation saves money, easier to use than Mindbody

What You'll Actually Do

Time Breakdown

Calling/Emailing (60%) | Follow-ups (25%) | Admin/Internal (15%)

Key Activities

• Cold Calling: Make 50-70 calls per day to studio/gym owners from lists. Most calls go to voicemail because owners are teaching classes or with clients. You're aiming for 2-3 conversations per hour of dialing.
• Email Sequences: Send personalized emails to prospects who didn't answer. You'll reference their specific business type (yoga studio, CrossFit gym, spa) and pain points you assume they have.
• Qualification Calls: When someone picks up or responds, you're asking about their current booking system, pain points, number of locations, and whether they're the decision maker. Goal is to book a 30-min demo with an AE.
• Meeting Handoffs: Document call notes in the CRM, tag the right AE, and brief them on what the prospect cares about before the demo.

The Honest Reality

What's Hard

• Studio owners often don't pick up during business hours (they're teaching) and don't return calls. You'll leave 30-40 voicemails per day.
• Small business owners are skeptical of sales calls and will say "just send me info" to get you off the phone. Converting these to actual meetings is tough.
• High seasonality - studios struggle in summer and January is crazy busy, so timing matters and deals can stall based on when you call.
• Lots of "We're locked into a contract" objections, especially with Mindbody which has 1-2 year commitments.
• Some prospects are barely profitable and can't afford to switch systems or add costs, even if yours saves time.

What Success Looks Like

• Hit 15-20 qualified meetings per month consistently
• 40%+ of your meetings show up and are actually qualified (right buyer, real need, real timeline)
• AEs close 20-30% of your meetings within 60 days

Who You're Selling To

Primary Buyers:

• Studio/gym/spa owners (usually founder or managing partner)
• Operations managers at multi-location businesses

What They Care About:

• Time saved on admin work (they're doing it themselves or have one admin)
• Reducing no-shows and managing cancellations
• Easy for their instructors/trainers to use
• Cost vs their current system (Mindbody + add-ons can run $200-400/month)
• Data migration and onboarding effort

Requirements

• Comfortable making 50+ cold calls per day to small business owners
• Ability to handle rejection and non-responses without getting discouraged
• Basic understanding of how studios/gyms operate (memberships, class bookings, instructor schedules)
• Strong note-taking and CRM hygiene (AEs depend on your handoffs)
• Willingness to work some early mornings or evenings when owners are more likely to answer
• No prior sales experience required, but you need to be coachable and hit activity metrics consistently