Sales Development Rep

Overview

You're booking demos for Boulevard's AE team by reaching out to appointment-based self-care businesses—salons, medspas, spas, barbershops, nail salons, and massage studios. You spend most of your day cold calling owners and managers who are often busy running their business floor, so getting them on the phone is the main challenge. You're selling them on the idea of consolidating their scheduling, payments, and marketing into one platform instead of the patchwork of tools they currently use.

Role Snapshot

Company Context

Stage: Later stage (537 employees suggests Series C/D funding)

Size: 537 employees

Growth: Actively hiring across GTM, which signals expansion mode

Market Position: Competing in a crowded space with verticalized competitors and horizontal tools like Square, Mindbody, and Vagaro. They're positioning as the modern, all-in-one solution.

GTM Reality

Pipeline Sources:

• 30-40% Inbound - businesses who find them through search, reviews, or referrals
• 60-70% Outbound - cold outreach to businesses in target verticals
• Some partner/referral activity from industry associations

SDR/AE Structure: Dedicated SDR team feeding AEs. You're booking meetings, AEs take it from there.

SE Support: No SE on initial calls—AEs handle product demos themselves.

Competitive Landscape

Main Competitors: Mindbody (big player, but older platform), Vagaro, Booker, Square Appointments, GlossGenius, Fresha

How They Differentiate: Positioning as more modern and purpose-built than legacy tools, more robust than Square, better UX than older competitors

Common Objections: "We're already using [competitor]", "We just use Square and it's cheap", "I don't have time to switch systems", "My team won't learn something new"

Win Themes: Better client experience, consolidation of tools, modern interface, time savings on admin work

What You'll Actually Do

Time Breakdown

Cold Calling (40%) | Email/LinkedIn Outreach (30%) | Research & List Building (15%) | Internal Meetings (15%)

Key Activities

• Prospecting calls: You make 50-70 calls per day to salon/spa owners and managers. Most are during business hours when they're on the floor, so connect rates are low. You're usually leaving voicemails or talking to front desk staff who won't give you the owner's cell.
• Email sequences: You send personalized emails and follow-ups. Response rates are modest—this market isn't glued to email like SaaS buyers are.
• List building: You research businesses in your territory using Yelp, Google Maps, Instagram, and internal data. You're figuring out which ones look big enough to need Boulevard vs staying on basic tools.
• Demo handoffs: When you book a meeting, you're doing discovery to qualify size, current tools, and pain points, then scheduling the AE demo and prepping them with notes.

The Honest Reality

What's Hard

• You're calling small business owners who are actively cutting hair, doing facials, or managing their front desk when you call. Getting them to stop and talk is tough. Many will say "just email me" and never respond.
• The market is fragmented—you're prospecting into thousands of small businesses, not a clean list of mid-market companies. Data quality is inconsistent.
• Switching costs are real for these businesses. Even if they hate their current system, the idea of migrating client data and training staff makes them hesitant.
• You'll hear a lot of "I'm too busy right now" which is perpetually true for this buyer persona.

What Success Looks Like

• Booking 15-25 qualified meetings per month that show up and have real buying intent
• Converting 20-30% of connects to meetings (many will take the call but not be ready to buy)
• Building a pipeline of follow-ups—lots of prospects need multiple touches over weeks/months

Who You're Selling To

Primary Buyers:

• Salon/spa/medspa owners (often hands-on in the business)
• General managers or operations managers at multi-location businesses
• Solo practitioners growing into small teams

What They Care About:

• Time savings—they're overwhelmed managing appointments, no-shows, and payments manually
• Client experience—they want to look professional and modern to their clients
• Simplicity—they're not technical people; they need something their staff can actually use
• Cost—they're comparing to cheap tools like Square or free options like Instagram DMs

Requirements

• 1-2 years in SDR/BDR role or similar outbound prospecting (they may consider strong entry-level candidates)
• Comfortable making 50+ cold calls per day and hearing "no" constantly
• Ability to have conversations with small business owners who talk differently than corporate buyers
• Organized enough to manage a high volume of prospects in different stages of follow-up
• Salesforce or similar CRM experience
• Bonus: Experience in beauty/wellness industry or selling to SMB buyers