Sales Development Representative

​​​​​Company: HERO Software

Role: Sales Development Representative – Netherlands Market

Location: Berlin (Hybrid) or Remote NL

Language: Native Dutch + English

WFH policy: 2–3 days per week in the office; remote flexibility for events/travel.

Industry: SaaS

Product: CRM/ERP platform for craftsmen — HERO digitises small trade and installation businesses (heating, plumbing, electrical) by managing quotes, planning, orders, invoicing, and bookkeeping in one integrated system.

Size and functions of local team

• Team of 3 SDRs, reporting to Sales Country Lead.

• Expanding as HERO grows its Dutch market presence.

• Supported by marketing, product, and RevOps teams in Berlin.

Role description

You'll be responsible for generating qualified opportunities and driving HERO's Dutch market expansion by booking high-quality demo appointments that convert into paying customers.

This is a hybrid SDR role combining inbound lead follow-up, structured outbound prospecting, and support in running demo calls.

A day in the life:

• 09:00 – Morning team sync: align on goals and priorities.

• 09:30 – Review inbound leads and qualify via calls/emails.

• 11:00 – Callback leads not reached previously.

• 12:00 – Outbound prospecting: research Dutch trades companies, make calls, and send LinkedIn/email outreach.

• 14:00 – Join or run product demos for Dutch prospects.

• 15:30 – Support translations, marketing texts, and trade fair prep.

• 16:30 – Update CRM, track pipeline, and review performance with your Country Lead.

• 17:00 – Wrap up with team wins and plan for the next day.

Key KPIs:

• Call attempts

• Planned and held demos (SDRs also participate in running demos)

Unique about the company (that you don't read online):

• Entrepreneurial impact: join HERO's international expansion from day one.

• Clear success metrics: main KPI is demos booked – your success is measurable.

• International exposure: Berlin-based role with occasional travel to the Netherlands for fairs and events.

• Career growth: defined progression path from SDR to Account Executive or into marketing/growth.

• Variety: beyond cold calls, you'll run demos, assist in marketing, and help localise HERO's approach.

• Competitive package: €45K base + 21K bonus, plus learning budget and team perks.

• Team culture: flat hierarchy, energetic environment, international co-workations, and team events.

Growth perspective

• Clear path to AE: structured career progression to Account Executive or broader commercial roles within 12–18 months.

• High learning environment: direct coaching from Country Lead and CRO.

Must haves

• Native-level Dutch, excellent English. 

• 1+ years of sales or customer-facing experience (cold calling preferred).

• Confident communicator across phone, email, and LinkedIn.

• Persistent and resilient – enjoys follow-ups and overcoming rejection.

• Proactive, energetic, and motivated to achieve KPIs (mainly demos booked).

• Organised and structured – keeps CRM data accurate (HubSpot, Salesforce, or similar).

Nice to haves

• Experience in SaaS or tech sales (especially SMB-focused).

• Familiarity with the Dutch trades/craftsman sector (installers, builders, electricians).

• German language skills (to collaborate with Berlin team).

• Creative mindset for marketing support (trade fairs, translations, campaigns).

• Curiosity and willingness to step into demo calls when needed.

Personality fit

• Communicative & empathetic — listens and connects with prospects.

• Persistent & resilient — thrives on follow-ups and challenges.

• Curious & proactive — eager to learn fast and improve.

• Structured & reliable — detail-oriented, data-driven.

• Team player — works well with sales, marketing, and leadership.

Value adds

• Brings energy to the team; celebrates wins and lifts morale.

• Adds cultural and linguistic insight into Dutch customer behaviour.

Red flags

• Low curiosity, unpreparedness, low energy, or defensive attitude.

Compensation & benefits

• Base: €45,000

• Variable: €6,75K (can be higher for the right candidate)

• Benefits:

  • 30 vacation days

  • Deutschlandticket subsidy (€29)

  • Allianz health & prevention benefits

  • HERO mental-health partner access

  • €800 annual development budget (courses, coaching, or books)

  • Team events, co-workations, and international exposure

Hiring process

1. Initial call with recruiter (Nicolas or Claire)

2. Live sales task/case study – candidate performs SDR call & short product demo

3. Interview with Rick van Duursen, Martin Jellema, Claire

4. Final cultural fit or founder call (if needed)

5. Offer

Evaluation criteria:

• Communication & sales mindset

• Motivation & drive

• Market understanding (Dutch SMB trades)

• Structure & reliability

• Team fit & culture add

Onboarding & first 3 months

Weeks 1–2: Company onboarding, sales playbook, shadowing, tool training.

Weeks 3–4: First calls under supervision.

First 3 months goals:

1. Build and fill the pipeline through inbound qualification and outbound prospecting.

2. Master HERO's sales pitch, CRM, and follow-up routines.

3. Deliver consistent demo bookings converting into paying customers.

How to introduce a candidate: Email to nicolas.-

Timewindow of feedback (SLA): 48 hours

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