Overview
You're making 60-80 cold calls per day to HVAC, plumbing, electrical, and other trade contractors to book demos for Account Executives. ServiceTitan is field service management software that handles scheduling, dispatching, invoicing, and customer management for these businesses. You're targeting owners and managers of small-to-mid-sized contracting companies who are currently using pen and paper, basic software, or patchwork systems.
Role Snapshot
| Aspect | Details |
|---|---|
| Role Type | Outbound SDR |
| Sales Motion | Outbound-heavy (80%+) |
| Deal Complexity | Consultative (selling meetings to skeptical small business owners) |
| Sales Cycle | N/A (you book meetings, not close deals) |
| Deal Size | N/A (AEs handle pricing, typically $10K-50K+ annually) |
| Quota (est.) | 12-15 qualified meetings/month |
Company Context
Stage: Late-stage private (raised over $500M, valued at $1.65B+ as of 2022)
Size: 3,121 employees
Growth: Aggressive hiring across sales, expanding from residential to commercial contractors
Market Position: Category leader in trades software - they're the Salesforce for contractors
GTM Reality
Pipeline Sources:
- 80%+ Outbound - You're cold calling lists of contractors (HVAC, plumbing, electrical, etc.)
- 10-15% Inbound - Some leads from marketing (website, trade shows, referrals), usually lower quality
- 5-10% Referrals - Existing customers referring other contractors
SDR/AE Structure: Dedicated SDR team books meetings, AEs run demos and close deals. Clean handoff - you qualify, book, and move on.
SE Support: Sales Engineers handle technical demos for larger/more complex deals after initial AE qualification.
Competitive Landscape
Main Competitors: Jobber, Housecall Pro, FieldEdge, older systems like ServiceM8
How They Differentiate: Most comprehensive platform - handles everything from dispatch to invoicing to marketing. Positioned as enterprise-grade for contractors who want to scale.
Common Objections: "Too expensive", "We're fine with what we have", "Too complicated for my guys", "I'm too busy to implement new software"
Win Themes: ROI stories (faster invoicing = faster payment, better scheduling = more jobs per day), success with similar-sized contractors in their area
What You'll Actually Do
Time Breakdown
Cold Calling (60%) | Email/LinkedIn (15%) | Admin/CRM (15%) | Team Meetings (10%)
Key Activities
- Cold calling contractors: 60-80 calls/day to owners and office managers. Most calls go to voicemail because they're on job sites. You're trying to catch them during lunch or end of day. When you get someone, you have 30 seconds to pitch a demo before they say they're busy.
- Qualifying interest: If they engage, you're asking about current processes, pain points (scheduling chaos, slow payments, no visibility), and team size. You need at least 3+ technicians for them to be a qualified lead for most AEs.
- Booking meetings: Coordinating calendars to get them on a 30-minute Zoom demo with an AE. Lots of no-shows because contractors are unreliable with calendar invites - job sites run long, emergencies happen.
- Follow-up sequences: Sending emails and LinkedIn messages to people who didn't answer or asked you to follow up. Most of your pipeline comes from persistent follow-up, not first calls.
The Honest Reality
What's Hard
- Low contact rates: You'll leave 50+ voicemails per day. Contractors don't sit at desks - they're installing HVAC units or fixing pipes. The ones who answer are often annoyed you're interrupting their day.
- Skepticism about software: Many contractors are old-school. They've used the same system for 20 years or run everything off paper and their head. Convincing them to take a demo is the job.
- No-show rate is brutal: You'll book 20 meetings and 8-10 won't show up. Emergencies, busy days, they forgot - it's the nature of the buyer. Your no-show rate affects your quota attainment directly.
- Repetitive work: Same script, same objections, same pitch, hundreds of times per week. If you need variety, this isn't it.
What Success Looks Like
- Hit 12-15 qualified meetings/month: That's 3-4 per week consistently. Miss two weeks and you're behind.
- 40%+ contact rate: Actually getting someone on the phone, not just leaving voicemails.
- 60%+ show rate: Booked meetings that actually happen. You'll be texting and calling prospects the morning of demos to confirm.
Who You're Selling To
Primary Buyers:
- Business owners of HVAC, plumbing, electrical, or other trade contracting companies
- Office managers who handle scheduling and operations
What They Care About:
- Time savings: They're drowning in scheduling chaos, customer calls, and paperwork. If you can show how ServiceTitan handles dispatching automatically, you have their attention.
- Cash flow: Contractors get paid slowly. Faster invoicing = faster payment is a real pain point.
- Growth: Owners who want to go from 5 trucks to 15 trucks need systems. If they're ambitious, software sells easier.
- Simplicity: Despite being comprehensive, it needs to be easy for their technicians (many aren't tech-savvy) to use in the field.
Requirements
- High activity tolerance: You need to be okay making 60-80 calls/day and hearing "no" or getting voicemail 90% of the time
- Persistence: Follow-up is everything. The contractors who book are usually on the 4th-7th touchpoint, not the first call
- Coachability: ServiceTitan has a structured training program and expects you to follow their methodology
- 1-2 years sales experience preferred but not required: They'll train entry-level folks who show grit and hustle
- In-office in Los Angeles: This is not a remote role. You're in the office with the team, likely in a pod setup with other SDRs