B2B Appointment Setting

George Clay

This tested B2B appointment setting strategy is for sales organizations that build relationships with their customers — before, during and especially after you make the sale.

Q: Is B2B Appointment Setting On The First Call Sensible?

A: B2B appointment setting with senior-level decision makers and influencers on the first call is rare. An enlightened prospect can use the Internet to learn about your competitors and all the easily available options to what you are selling. Regardless of whether you outsource your appointment setting or do it yourself, don’t try for an appointment on the first call.

Q: What goals are realistic for B2B Appointment Setting?

A: Lead generation and list building are about qualifying prospects for future contacts. Once you realize that B2B appointment setting is not the goal of your first call, the monkey is off your back. You are calling to get information. That means finding out if your prospect qualifies for being added to the front end of your sales funnel.

Picture a crowded room.

Your goal: find the folks interested — more or less — in what you offer. How to do it? Ask for a show of hands.

There, that’s the goal of your cold call — (1) finding the right prospects; (2) separating them from the crowd: then (3) qualifying their interest level. My goodness — now you have three goals!

Also, phone prospecting and B2B appointment setting is a form of direct marketing. And building a highly targeted database is the key to any successful direct marketing campaign. Therefore, view each call as a means for fine tuning your sales funnel and B2B appointment setting database. It’s a work in progress that never ends!

Q: How do I pitch my call?

A: Always use a script. It keeps you focused and in control of the call. Make your introduction short, simple, to the point — something you can deliver in twenty seconds…without being rushed. Relax and be yourself. After that, the rest is easy! Remember, the phone is a great way to build prospect lists, increase customer loyalty and win sales. The secret is to keep your call relaxed, almost informal tone.

Q: How do I qualify Sales Prospects?

A : Conclude your introduction with a simple “yes” or “”no” question. How your prospect answers will indicate if they are a qualified prospect…or a prospect you want to drop. Used early in your call this simple question helps you spot good prospects from the not so good prospects. Remember that crowded room example? Your question is asking for a show of hands. Some folks will raise their hands, some will not. Your b2b appointment setting and revenue stream develop over time from the folks who raise their hands.

Q: How do I know my Script is working?

A: That’s easy — delivering your “pitch” without interruptions from your prospectis a sign that your script is working — keeping you and your prospect focused on your delivery.

Q: OK to read my Script…or memorize it?

A: Reading is fine. The secret is making your delivery appear unrehearsed. Follow Winston Churchill. His speeches are among the greatest in the English language. He toiled endless hours over their every detail. Yet when delivering them he appeared completely at ease… almost casual in his presentation. Hence, his quip that “The very best impromptu speeches are the ones written well in advance.”

George Clay