sales business developmentappointment settingcold callingcrm hygieneoutbound sdr
Complete evaluation framework
What to assess and how to score it
Review the evidence signals before interviewing. Then use the anchored descriptions—not instinct alone—to choose the score that best matches each answer.
01
Evaluation factor
Track record
35% weight
Check daily dial volume, connect rates, and appointments set per week, plus show rates. Ask which dialer they used (Orum, Kixie, Aircall) and whose calendar they filled.
Explains the market and buyer they sold to, not just the product
Distinguishes what they closed from what the team closed
Can describe a deal they lost and why
Five-point scoring guide
1
Poor
No numbers; cannot describe what they actually sold or to whom.
2
Needs Improvement
Vague attainment; credit for team results is unclear.
3
Satisfactory
Real record with some numbers; attribution occasionally fuzzy.
4
Very Good
Clear numbers and ownership, including honest losses.
5
Excellent
Quotes concrete numbers: 150 plus dials daily, 8 to 12 booked meetings weekly, and a show rate above 70 percent.
02
Evaluation factor
Method and qualification
25% weight
Test their opener, permission-based pause, and objection handling on "not interested" or "send me an email". Probe qualification criteria used before booking (budget, title, timing, fit).
Evidence to listen for
Has a repeatable approach to qualifying and progressing deals
Can walk a real deal from first contact to close
Handles objections with questions rather than scripts
Knows when to disqualify
Five-point scoring guide
1
Poor
No method; pitches at everyone and hopes.
2
Needs Improvement
Weak qualification; deals stall with no diagnosis.
3
Satisfactory
Workable method; inconsistent on complex or long cycles.
4
Very Good
Clear repeatable method; disqualifies early and deliberately.
5
Excellent
Delivers a tight opener from memory, handles brush-offs without arguing, and disqualifies unfit prospects rather than padding the calendar.
03
Evaluation factor
Relationships and trust
25% weight
Probe how they build rapport in 30 seconds with a stranger, hand off notes to closers, and follow up on no-shows without becoming a nuisance.
Evidence to listen for
Has clients or talent who came back or referred them
Manages a difficult conversation without damaging the relationship
Represents the client's interest, not only the commission
Builds rapport across seniority levels
Five-point scoring guide
1
Poor
Transactional; burns relationships for a close.
2
Needs Improvement
Builds rapport but does not sustain relationships.
3
Satisfactory
Solid relationships; less tested in conflict.
4
Very Good
Repeat business and referrals; handles conflict without damage.
5
Excellent
Describes warm, unscripted rapport, detailed handoff notes in HubSpot or Salesforce, and reschedules recovered through polite persistence.
04
Evaluation factor
Drive and resilience
15% weight
Assess tolerance for 100 plus rejections a day while remote and unsupervised: home setup, headset, internet backup, and how they self-manage a call block.
Evidence to listen for
Handles rejection and a bad quarter without unravelling
Self-directed on pipeline rather than waiting for leads
Coachable on feedback
Honest in how they represent the product and themselves
Five-point scoring guide
1
Poor
Gives up easily; blames leads, product, or market.
2
Needs Improvement
Motivation depends on momentum; resistant to coaching.
3
Satisfactory
Steady; recovers from setbacks with support.
4
Very Good
Self-motivated, coachable, and steady through bad stretches.
5
Excellent
Treats rejection as volume math, keeps structured call blocks alone, and has a quiet dedicated workspace with backup connectivity.
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