B2B lead generation can be powerful but too many marketing strategies rely on stale and uninspiring techniques. For a B2B business to remain vital, it is important to continuously test new techniques as part of your appointment setting plan. Exploring new techniques and applying variations keeps you competitive and achieves your sales goals.
The appointment setting process is constantly evolving. The application of data provides valuable information into the most effective appointment setting calls. Great marketers constantly test tactics to find qualified prospects. When you operate nimbly and with an open mind testing will reveal new tactics and often rediscover prospecting efforts that were once considered dead are actually working again. We’re looking at you, cold calling.
Effective salespeople using new techniques, stay up-to-date on the latest best practices and discover new ways to connect with key decision makers. From the initial call through sales questions and through the ultimate goal of setting appointments with the ideal customer, Valve+Meter is driven to target decision makers and deliver highly qualified leads to our clients.
From Immediate Goal to Actual Appointment
Testing new appointment tactics helps generate leads because you learn more about your target audience. All prospecting efforts better understand what motivates potential customers to schedule appointments. By experimenting with different approaches, you can gain valuable insights into what works and what doesn’t, and adjust your strategy accordingly. Rarely will you discover an objection busting tactic but you can fine-tune your messaging and value proposition. When you make a more compelling case for why prospects should meet with you, future interactions are more likely.
At Valve+Meter, we encourage constant testing of almost everything. If your sales reps or appointment setters have a test mindset, they’ll stay agile and adapt to changing market conditions. This will lead to more appointments for your sales team.
The following 14 appointment setting tips (in no particular order) can help jumpstart your B2B lead generation process. Every appointment setter can certainly get value from at least one of these tips.
Research your prospects and their companies before setting an appointment
Cold calls are more effective when you are empowered with a branded introduction and a relevant value statement from your initial interaction. Appointment setters who research prospects and their companies before setting an appointment stand out. Take time to tailor your approach and messaging to the specific pain point and offer the decision maker personal recommendations.
Research into the prospect’s industry, company size, and any current challenges they may be facing demonstrates credibility. This information can help your first appointment request and pitch to address the prospect’s key pain points. You may even make a more compelling case for why they are an ideal customer in a few sentences and a few probing questions.
Research can also help you identify common ground or shared interests, which can help build rapport and establish trust during the appointment.
Lastly, research can also help you identify any objections or concerns the prospect may have, allowing you to address them in advance or interest when you are able to confidently answer questions.
Use a clear and concise subject line for your appointment request email or message
One of the most important appointment setting tips is to get to the point. Email prospecting and cold calling can feel uncomfortable for prospects but business etiquette and clarity demonstrate you have valuable information. The job of an email subject line isn’t to sell your product — it’s to create just enough interest that the prospect continues reading. Likewise cold calls with a precise elevator pitch garner more appointments.
Using a clear and concise subject line for your appointment request email or message is important for several reasons:
First, your prospect will quickly understand the purpose of the email or message, which can increase the likelihood that they will open it and read it.
Second, you’ll establish the value of the appointment and why the prospect should take the time to meet with you. For example, a subject line like “Opportunity to discuss ways to increase sales” is more likely to grab the prospect’s attention than a vague or generic subject line like “Meeting request.”
Third, you’ll stand out in the prospect’s inbox, as many people receive a high volume of emails and messages on a daily basis. By making it easy for the prospect to understand the purpose of your email or message, you are more likely to catch their attention and get a response.
Finally, you’ll more easily track the effectiveness of your appointment setting efforts, as you can use different subject lines and compare the response rates to see which ones are most effective.
These same steps apply to writing a good script for sales calls. Demonstrating genuine desire to your solution adds value to the pain points. Like all of these appointment setting tips, in each stage focus on the immediate goal.
Be timely in your outreach and follow up
Time is an important asset. An appointment setter needs to respect both her time and the time of the prospect. Timeliness can be especially important in B2B sales, where decision-making processes can be lengthy and involve multiple stakeholders.
By reaching out to prospects in a timely manner and following up as needed, you can demonstrate your professionalism and commitment to the prospect’s needs. This can help build trust and establish you as a reliable resource for the prospect.
Timely outreach and follow up can also help you stay top of mind with the prospect and keep your company or product on their radar. It is also important to strike a balance and not be overly aggressive or pushy in your follow up, as this can turn off prospects and damage your relationship. Sales leaders use persuasive language but never rush the sales process.
Offer value in your appointment request and explain how you can help the prospect
Whether you’re cold calling or reaching out on email, you need to offer value in your appointment setting request. No matter how great you feel your product is, no matter what kind of persuasive language you use, and no matter how strong your genuine desire is to sell your product or service, your ideal customer is not sitting around waiting for your call.
And besides…they don’t want your product or service. They want your solution to their pain point. Said another way…no one wants a half-inch drill bit–they only want a half-inch hole.
A value statement and probing questions demonstrates how you can help the prospect and explain the value offered by your company. Appointment setters who sell valuable information earn more appointments. Especially in B2B sales, where prospects are often looking for solutions to specific business challenges or problems, the first point of your contact is demonstrating your solution.
By highlighting the specific benefits that your product or service can offer, you can make a compelling case for why the prospect should invest their time and resources in meeting with you.
Additionally, offering value in your appointment request can help you stand out from the competition and differentiate your company or product in the market.
Finally, it is important to be genuine and authentic in your value proposition and focus on how you can truly help the prospect, rather than just making empty promises or trying to sell them something they don’t need.
Be flexible with your availability and offer multiple options for appointment times
It is important to be flexible with your availability and offer multiple options for appointment times in order to increase the chances of success in your appointment setting efforts. This is especially true in B2B sales, where prospects may have busy schedules and competing priorities.
By offering a range of appointment times, you demonstrate that you are willing to work with the prospect and accommodate their schedule. This can help build trust and establish you as a reliable and considerate partner.
When setting appointments, it is also important to consider the time zone of the prospect and offer times that are convenient for them. Using a scheduling tool or calendar integration can make it easier to manage your availability and allow prospects to schedule appointments with you.
Overall, being flexible and offering multiple options can help make the appointment setting process smoother and more successful.
Always be courteous
You thought ABC meant “always be closing” and for sales leaders, that’s probably true. But your team won’t be closing deals unless they are respectful, courteous and professional.
When cold calling prospects, we insist on professionalism. It’s really one of our mandatory appointment setting tips.
But this also includes emails, LinkedIn interactions, and any other forms of communication. It demonstrates respect for the prospect, establishes trust, and differentiates you, your company, or your product.
Almost always, it is important to be clear and concise in your communication, avoiding jargon or industry-specific language that may be confusing to the prospect. A professional and courteous tone can improve the chances of success in appointment setting.
Confirm the details of the appointment before it takes place
It is important to confirm the details of the appointment before it takes place to ensure that both parties are on the same page. This includes the date, time, location, and any other relevant details.
Confirming the details of the appointment helps to avoid confusion and misunderstandings, and can help ensure that the appointment runs smoothly. This can also help to build trust and establish you as a reliable partner.
Use a reliable scheduling tool to manage appointments and avoid double-booking
Using a reliable scheduling tool can help you manage appointments and avoid double-booking, which can be a common issue when setting appointments. A scheduling tool can allow you to easily see your availability and schedule appointments with leads. It can also help you keep track of appointments and send reminders to ensure that you don’t miss any.
A scheduling tool can make it easier for contacts to schedule appointments with you, as they can see your availability and select a time that works for them.
Use phone or video for appointments, rather than relying on email
Using phone or video for appointments, rather than relying on email, can help you better convey your value proposition and establish a stronger connection with prospects.
Phone and video allow for more personalized and interactive communication, which can be more effective in persuading your target customers to schedule an appointment.
Real-time communication tactics can also help you better address objections or questions that the prospect may have, as you can have a synchronous conversation rather than waiting for an email response.
Follow up after the appointment to thank the prospect and discuss next steps
Following up with a prospect after an appointment and discussing next steps is one of the most important appointment setting tips. This helps to strengthen the relationship and move the sales process forward.
Follow-up is a crucial aspect of appointment setting and can be key in building relationships and sealing deals. Use this opportunity to request feedback and identify any areas where you can improve your appointment setting techniques.
Consider offering incentives to encourage appointments
Incentives can be an effective way to pique just enough interest and motivate leads to take action.
Incentives can be something as simple as a discount on your product or service, or something more substantial like a gift card or other prize. By offering an incentive, you can help increase the chances of success in your appointment setting efforts and motivate prospects to take the next step in the sales process.
Tailor your appointment setting approach to each specific industry or sector
By understanding the unique needs and challenges of your prospects’ industry or sector, you can tailor your messaging and value proposition to address their specific needs and goals.
For example, if you are selling a product or service to a potential buyer in the healthcare industry, you may want to focus on how your product can improve patient outcomes or reduce costs.
On the other hand, if you are targeting a prospect in the financial sector, you may want to emphasize the return on investment or cost savings that your product or service can provide.
By tailoring your approach to the specific industry or sector of your prospects, you can make a more compelling case for why they should schedule an appointment with you and increase the chances of success.
Use data and analytics to understand the best times and days to reach out to prospects for appointments
Using data and analytics can be a valuable tool for understanding the best times and days to reach out to prospects for appointments. By analyzing data such as response rates, conversion rates, and other metrics, you can gain insights into when prospects are most likely to be receptive to your appointment requests.
For example, you may find that you have higher response rates on certain days of the week or at certain times of the day. Using this information, you can tailor your outreach efforts to maximize your chances of success.
Additionally, data and analytics can also help you understand which prospects are most likely to be qualified leads and prioritize your outreach accordingly. By targeting your outreach to the most qualified leads at the most opportune times, you can increase the chances of converting them into appointments and ultimately, sales.
When to Outsource Appointment Setting
Building an internal team of appointment setters is possible but time consuming and expensive. The initial costs of hiring, training, and purchasing equipment may suit your budget. Businesses must also be aware that technology and techniques are always improving. When you outsource appointment setting, the marketing company provides all the resources you need. This is beneficial for initial time saving and long term costs.
Ultimately the choice of whether to build or hire is the role of business leaders to decide for themselves. At Valve+Meter we are always working to improve performance and help companies grow. Applying these tactics and other appointment setting tips helps internal teams reach new levels. If you need more insight into how our outbound lead generation services can benefit your team, request a free marketing assessment.