Sales Representative (SDR/BDR)

Overview

You're cold calling and prospecting into trades businesses—HVAC companies, plumbers, electricians, garage door installers—to book qualified demos for the Account Executive team. You're selling ServiceTitan, a vertical SaaS platform that handles dispatching, scheduling, invoicing, and customer management for contractors. Most of your day is spent on the phone with business owners and office managers who are skeptical of software and busy running their operations.

Role Snapshot

Company Context

Stage: Late-stage/Pre-IPO (3,168 employees indicates Series D+ maturity)

Size: 3,168 employees

Growth: Established category leader in trades software, likely scaling sales team aggressively

Market Position: Category leader in vertical SaaS for residential/commercial trades

GTM Reality

Pipeline Sources:

• 30% Inbound - Trade show leads, website demos, content downloads (contractors searching for software solutions)
• 65% Outbound - Cold calling lists of trades businesses, targeted prospecting by geography and vertical
• 5% Referrals - Existing customer intros

SDR/AE Structure: Dedicated SDR team feeding AEs (you're part of this team)

SE Support: AEs likely have SE support for technical demos, but you're booking initial discovery calls

Competitive Landscape

Main Competitors: Housecall Pro, Jobber, FieldEdge, Salesforce Field Service

How They Differentiate: More comprehensive platform built specifically for larger trades contractors, stronger reporting and business intelligence

Common Objections: "Too expensive", "Too complicated for my team", "We use QuickBooks and spreadsheets", "Not now, we're in busy season"

Win Themes: ROI stories (faster payment collection, reduced no-shows, better technician utilization), industry-specific features

What You'll Actually Do

Time Breakdown

Cold Calling (50%) | Email/LinkedIn (20%) | Meeting Prep & Handoffs (15%) | Admin/CRM (15%)

Key Activities

• Dialing business owners: You're making 60-80 cold calls per day to contractors from purchased lists or scraped databases. Most calls go to voicemail. When you reach someone, they're often in a truck between jobs or at a jobsite.
• Following up on inbound leads: About 20-30% of your pipeline is MQLs from the website or trade shows. These are warmer but still require 5-8 touches to get them on the phone.
• Qualifying and booking demos: When you get someone interested, you're asking discovery questions about their current tech stack, team size, pain points with dispatching/invoicing, then scheduling a 30-minute intro call with an AE.
• Internal coordination: Daily syncs with your manager on pipeline, weekly handoff meetings with AEs to review upcoming demos and discuss which prospects are qualified vs not.

The Honest Reality

What's Hard

• Business owners are extremely hard to reach—they're on jobsites, driving, or dealing with emergencies. You'll leave 50 voicemails for every conversation.
• Contractors are skeptical of software sales reps. Many have been burned by previous tools that didn't work or were too complicated for their field teams.
• Rejection is constant. Most conversations end with "send me some info" (they won't read it) or "call me back in 6 months."
• Busy seasons vary by trade (HVAC is summer/winter, plumbing is winter, roofing is summer), so timing matters and you'll hear "we're too busy" a lot.
• It's repetitive—same pitch, same objections, same qualification questions hundreds of times per week.

What Success Looks Like

• Booking 15-25 qualified meetings per month that show up and meet minimum criteria (10+ employees, $1M+ revenue, current pain with existing system)
• 50%+ of your meetings result in the AE advancing to a demo or next step
• Keeping a clean CRM with accurate notes so AEs don't go into calls blind

Who You're Selling To

Primary Buyers:

• Business owners of trades companies (10-100 employees)
• Office managers or ops managers who handle scheduling and dispatch

What They Care About:

• Will this actually save them time or just create more work?
• Can their field technicians (often not tech-savvy) actually use it?
• What's the ROI—will they collect payments faster, reduce no-shows, book more jobs?
• Implementation time and training burden

Requirements

• High tolerance for rejection and repetitive phone work
• Ability to have conversations with non-technical small business owners (no jargon)
• Coachable—willing to follow a script and process initially
• Work ethic—you need to hit dial volume targets daily
• Comfortable in a hybrid setup (in Plano office part of the week for training, team collaboration, energy)
• No prior sales experience required, but any customer service, retail, or phone work helps