Sales Development Representative

Extrity Services — Sales Development Representative

Position Title Sales Development Representative / SDR

Company Extrity Services

Department Sales / Business Development

Reports To CEO, COO, or assigned Sales Manager

Work Arrangement Remote / Full-time preferred

Role Summary Extrity Services is seeking a disciplined, professional, and highly organized Sales Development Representative to support new business development across security staffing, de-escalation training, management training, consulting, and SOP development services. This role is responsible for building qualified sales pipeline through targeted prospect research, outbound calls, tailored emails, CRM management, follow-up execution, and appointment setting. The SDR will not operate as a generic cold caller. This person must become a knowledgeable first point of contact who can represent Extrity’s brand clearly, identify real security-related pain points, and move qualified prospects toward discovery meetings and proposal opportunities. This position supports Extrity’s field development strategy. Extrity’s internal Field Development Packet defines the sales mission as building pipeline through planned outreach, calls, tailored emails, walkthroughs, networking, and disciplined follow-up, with the success standard being the ability to open doors, qualify opportunities, and move staffing, training, consulting, and SOP work toward proposal stage. About Extrity Services Extrity Services is a professional security staffing and training company focused on hospitality-based security, de-escalation, emotional intelligence, psychological safety, and operational excellence. Extrity provides security professionals, consulting, training, SOP creation, site assessments, and customized safety solutions for clients across industries including hospitality, healthcare, education, retail, events, government-adjacent facilities, and high-expectation environments. The SDR must understand that Extrity does not sell “guards.” Extrity sells safety, calm, trust, professionalism, and risk reduction. Core Mission The SDR’s mission is to create qualified sales opportunities by: ● Researching high-fit prospects. ● Identifying decision makers. ● Making professional outbound calls. ● Sending tailored email outreach. ● Maintaining disciplined follow-up. ● Booking discovery meetings. ● Keeping HubSpot / CRM records clean. ● Helping leadership prioritize the strongest sales opportunities. Primary Responsibilities

1. Prospect Research and Lead List Building The SDR will research and build targeted prospect lists based on Extrity’s ideal client profiles. Target sectors may include: ● Luxury hotels and resorts. ● Hospitals and behavioral health centers. ● Schools and higher education. ● Government contractors and public facilities. ● Luxury retail. ● Event venues and event organizers. ● Commercial property management. ● Banks and financial institutions. ● Dispensaries and regulated businesses. ● Restaurants and hospitality groups. ● Airports, transportation, and logistics-adjacent facilities. The SDR must identify: ● Company name. ● Website. ● Physical address. ● Industry. ● Decision maker name. ● Decision maker title. ● Email address. ● Phone number. ● LinkedIn profile when available. ● Current security indicators or buying triggers. ● Notes on why the account may be a fit.

2. Decision Maker Identification The SDR is responsible for finding the correct people to contact, including: ● Director of Security. ● Director of Operations. ● Facilities Director. ● General Manager. ● Property Manager. ● HR Director. ● Risk Manager. ● Safety Manager. ● Event Director. ● Procurement Manager. ● Assistant General Manager. ● Executive Director. ● School Administrator. ● Hospital Operations Leader. The SDR should avoid wasting time with low-authority contacts unless they can confirm the right decision maker.

3. Outbound Calling The SDR will conduct outbound calls to introduce Extrity, verify contacts, qualify needs, and book meetings. Call objectives: ● Confirm the correct decision maker. ● Understand whether the organization currently uses security. ● Identify dissatisfaction, risk, staffing gaps, incident concerns, training needs, or upcoming events. ● Introduce Extrity’s service categories. ● Book a meeting with Extrity leadership or the assigned sales representative. ● Log call outcomes immediately in the CRM. The SDR must sound calm, professional, warm, and concise. The tone should be consultative, not aggressive.

4. Tailored Email Outreach The SDR will send tailored, professional emails based on prospect type and pain points. Email outreach should be customized by: ● Industry. ● Location. ● Role of the recipient. ● Potential security need. ● Relevant Extrity service lane. ● Clear call to action. Email should not sound like generic mass outreach. It should be brief, respectful, and relevant.

5. CRM Management The SDR must maintain accurate records in HubSpot or the assigned CRM. Required CRM actions: ● Create or update company records. ● Create or update contact records. ● Log calls. ● Log emails. ● Log notes. ● Set follow-up tasks. ● Update lifecycle stage. ● Tag industry and state. ● Mark lead source. ● Record meeting outcomes. ● Move qualified opportunities to the correct next stage. Same-day CRM updates are mandatory. Poor CRM hygiene should be considered a performance issue.

6. Lead Qualification The SDR will qualify prospects before handing them to leadership or sales. Minimum qualification criteria: ● Correct decision maker identified. ● Business has a plausible security, training, consulting, or SOP need. ● Prospect operates in a target industry or strategic market. ● There is a clear reason for outreach. ● Prospect has agreed to a meeting or has shown legitimate interest. ● Notes include pain point, current provider/status, urgency, and next step. The SDR should qualify opportunities across these service lanes: ● Security staffing. ● Armed or unarmed security. ● Hospitality-focused security. ● De-escalation training. ● Management and leadership training. ● Security consulting. ● SOP creation. ● Site walkthroughs. ● Risk assessments. ● Event security. ● Fractional security leadership.

7. Meeting Setting The SDR’s main measurable output is booked qualified meetings. Meeting setting expectations: ● Confirm meeting date, time, time zone, and attendees. ● Confirm whether the prospect prefers phone, Google Meet, Zoom, or in-person follow-up. ● Send calendar details to the assigned internal leader. ● Include CRM notes before the meeting. ● Provide a short meeting brief with prospect background, known needs, and recommended angle.

8. Follow-Up Discipline The SDR must execute follow-up consistently. Follow-up standards: ● Follow up within 24 business hours after meaningful contact. ● Use scheduled CRM tasks for every warm lead. ● Continue follow-up until the lead is closed, disqualified, booked, or moved into nurture. ● Never leave a qualified prospect without a next step. ● Escalate urgent or high-value opportunities immediately.

9. Weekly Reporting The SDR will submit a weekly sales activity report. Report should include: ● Calls completed. ● Emails sent. ● New contacts added. ● New companies added. ● Decision makers reached. ● Meaningful conversations. ● Meetings booked. ● Meetings held. ● Qualified opportunities. ● Proposal-ready opportunities. ● Follow-ups completed. ● CRM cleanup items. ● Top 5 warmest accounts. ● Blockers or data quality issues.

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