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SDR Training

(Sales Development Representative)
Master the SDR role, elevate sales.

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Instructor: Ted Mercer

In-person | Expert Instructor | Part-Time | 5 workshops

Course description

In this sales training course, you'll gain insights into the Sales Development Representative (SDR) role and acquire the skills needed to excel in this position within B2B Enterprise companies. SDR roles are often entry-level positions that typically lead to an account executive, frontline sales manager and eventually, a Chief Revenue Officer. Join this course to demystify the selling process and understand how to start the conversations that lead to closed sales deals.

Learning outcomes

Understanding of Enterprise Sales Processes

Participants will learn how enterprise sales processes work, including the roles involved and the steps from initiating a cold call to negotiating the final contract.

Effective Sales Pitch Development

The course will equip participants with the skills to build and deliver value-added sales pitches in various methods, ensuring they can effectively capture and retain the attention of prospects.

Practical Sales Skills

Participants will practice making cold calls and learn how to handle objections, preparing them for real-world scenarios in sales environments.

Strategic Prospect Engagement

Participants will learn how to create a prospect list, research prospects effectively, and develop a coherent messaging sequence that adds value at each touchpoint.

In this sales training course, you'll gain insights into the Sales Development Representative (SDR) role and its core activities, and acquire the skills needed to excel in this position within B2B Enterprise companies.

Course begins:

July 29, 2024

1:00pm - 3:30pm EST

Who this is for:
Students interested in a sales career, professionals looking to enhance their understanding of the sales process, entrepreneurs looking to build an outbound cold calling machine.

Monday, July 29 (1:00pm - 3:30pm)

Monday, August 12 (1:00pm - 3:30pm)

Monday, August 26 (1:00pm - 3:30pm)

Monday, September 9 (1:00pm - 3:30pm)

Monday, September 16 (1:00pm - 3:30pm)

Limited Capacity


Deadline to apply: July 8


Next available course begins: October 21 (Virtual)

What you’ll learn

Throughout the SDR Training course you’ll gain the skills and insights necessary for B2B Enterprise companies. Each two-hour session will feature a theory component, a participation component and when applicable, a homework component. By the end of the course you’ll have gained a deeper understanding of the sales process and learned the skills necessary to close deals.

Module 1 - Pitching

What does a deal look like? Understand what happens in an enterprise deal.  From preparing for your first cold call to the account executive negotiating the final contract, what are the steps? What is an elevator pitch and how do you use it? Discover the importance of the elevator pitch in a sales process and how to use it to capture the attention of prospects. Write an elevator pitch for why a company should hire you to be their SDR. Get out in the real world to understand product pitching from the customer perspective. Go to a Rogers, Bell or Telus store at the Eaton Centre and ask a sales rep why you should switch to their product.

Module 2 - Prospects

What is a prospect list and how do you build one? Discover what goes into a prospect list, the importance of doing it right, and gain tips on how to build one. How do you research prospects before calling? Discuss how to research the prospects and companies you’re calling, and build a point of view to pitch to them. Research companies who you would like to work for as an SDR.

Module 3 - Build a sequence

Learn how to approach prospects effectively. Discuss the importance of a coherent set of messaging that adds value on each touch point.  Learn how to design and execute a sequence. Understand how to kick off your outreach and begin your call campaign. Learn how to write a sequence focused on your value points.

Module 4 - Cold calling

Building a sequence allows you to make your first call. Role play a first call and voicemail drop. Learn how to handle a “no” - explore strategies to navigate objections. Make a cold call to a company that you want to work for.

Module 5 - Follow up

Discuss the importance of follow-ups to every call and understand the secret to long term sales success. Discuss how your attitude and degree of urgency affects your success, and learn how to replicate what the best SDRs do. Explore how to land your first SDR job.

Jump-start your career and
your future with SkillHouse

Industry leaders

SkillHouse instructors are leaders in their specific fields ready to share their real-world experience and expertise.


Take advantage of networking opportunities within the DMZ community, including admission to exclusive events.

Co-working space

Enjoy access to meeting rooms, desks, business centers, kitchenette and common areas, as well as WiFi and phones. Additionally, there is bike storage and a games room.

Earn a DMZ Certificate

Upon completing your DMZ course, you'll receive a certificate and digital badge to share with your network and showcase your skills.

Your instructor

Ted Mercer
Ted Mercer has worked in sales and sales management for nearly 20 years. He qualified as a Chartered Accountant practicing with KPMG in Toronto and London, England. He performed investment banking functions with Morgan Stanley in London, England and KPMG in Sydney, Australia. In 2006, after seeing the light, he escaped the accounting world and leapt into software sales with Resolver, a technology company based in Toronto. After moving up to VP Sales at Resolver, Ted spent time as VP Sales at  Kira Talent and BlueRush. On the side, he dabbled as a junior dragon on the TV show, Dragons’ Den and invested in and helped run a frozen food distribution company, failing spectacularly in that endeavour. In 2020, as the pandemic launched, Ted joined Snowflake as an Account Executive. Today, Ted spends his time passionately advocating for customers to set themselves up properly to participate in the data economy. 
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