#77 - The Complete SDR Recruitment Framework

Connor Murray went from SDR to Enterprise AE at Oracle and coaches reps in in the Higher Levels community as well as consulting high growth startups. He joins Eric to break down what’s actually booking meetings going into 2027. This isn’t recycled LinkedIn advice. It’s a simple framework you can use on your next dial.In this episode:Why the iPhone call screener might be helping your answer ratesThe opener mistake that puts prospects on guard right awayThe Value Statement Framework: who you are, why you’re calling and what you want, in 30 seconds (with a live roleplay)4 ways to end the value statement when your company requires discovery before the meetingHow to handle objections with ARA (Acknowledge, Reaffirm, Advance) and ACE (Ask, Clarify, Expand)Why tonality decides most of what happens on a cold call, and the one change that fixes itWhether AI will replace cold calling (short answer: not anytime soon)

Notion just retitled its account executives as solutions consultants, and it has a lot of reps asking the same question: is AI coming for sales jobs?Connor and I break down what’s actually happening. Sales hiring has stalled but isn’t declining. The roles AI is really hitting are the “measurers” in back office and middle management. AE and solutions engineer roles are starting to merge.The short answer is that AI won’t replace salespeople, but it will replace reps who don’t learn to use it. We cover the workflows we use every day, why a good GPT takes hours to build and not a single prompt, and how to show AI results that hiring managers actually care about.In this episode:Why sales jobs are stalling, not disappearingThe builders, measurers, sellers breakdownWhich companies and roles are most at riskDaily AI workflows that took 60 hours of work down to 10How to position yourself for the next 6 months to 5 years

In this episode Eric Finch and Connor Murray break down how to close million-dollar deals in tech sales, including the enterprise deals they won and the ones they lost. You'll learn where 7-figure opportunities actually come from, how to build multiple champions, and how to handle the detractors and internal politics that kill big B2B deals. We also cover how to run an enterprise sales process with POVs, champ decks, mutual action plans, and implementation partners so a won trial actually turns into a signed contract. Whether you're an SDR, an account executive moving upmarket, or trying to break into tech sales, this is the playbook for closing bigger deals and earning more.

Most founders and reps don't have a pricing problem. They have a confidence problem.Eric and Connor break down why pricing feels so hard, how to tie price to the actual size of the problem you're solving, and why cheap almost never wins you the deal.In this episode:Why your price is meaningless without a value anchorThe three-option framework that controls the negotiation before it startsWhat to say when they push back (and what never to say)Why a fast discount kills your credibilityThe real cost of chasing free and cheap customers earlyIf you've ever hesitated before saying a number out loud, this one's for you.

The complete guide to establishing yourself as an Account Executive

90%+ of people who apply to sales role will never break in. Here's why.

Ambitious sales reps can set themselves up for a fruitful career, or they can make a few costly mistakes that set their career and earnings back for years.In this deep dive, we discuss everything ambitious reps should be aware of to set themselves up for the highest likelihood to have a lucrative, and long standing career in sales.

Closing a deal is one thing, increasing the contract value is the difference between hitting 60-80% of your quota or 150%+

We support over 10,000 reps in the industry as well as several startups in their hiring process. This is everything you need to know about how to recruit top sales talent, in particular, account executives.

How to recruit top SDR talent at your organization (and what SDRs should look for when interviewing)