Lead Generation

Appointment setting best practices to boost your effectiveness

September 2, 2022
8 min read

B2B Appointment setting is not only a vital part of the lead generation process, it is also one the hardest challenges for most companies

Companies understand that if they want their sales team to grow, they must constantly train and encourage their sales force. B2B Appointment setting requires effort, research and courage. Without learning how to effectively set appointments your team will not be able to achieve great results and company’s objectives.

Appointments give you the opportunity to speak to potential customers and begin a solid relationship if the prospect decides to come on board. If you are looking for the best way to convert your leads, you must first start with a solid appointment setting process. Here are some best B2B appointment setting practices to boost your effectiveness.

Identify the Decision Maker

Throughout my early career as a developer and product manager, I constantly felt that owning new technology development was something that could only be accomplished by a few departments in a company. What excites me the most about the no-code movement - and what we’ve delivered so far as part of it - is the ability to empower passionate, and customer-centric people to create customer experiences, at the level it can and should be in digital companies.

EverAfter is about enabling customer-facing teams to pave the customer journey the way they imagine it, without depending on external resources to make that experience happen. That journey begins from the customer’s first touch, and goes on to onboarding, to the ongoing relationship and successful retention.

Don’t sound like a salesperson

Cold calling means reaching out to people that have not heard about you before, therefore they will have their guard up at a medium level. Everything you say and how you sound will either increase or decrease their willingness to talk to you. If you want to decrease their guardedness you should try to minimize how much you sound like a salesperson.

To sound less like a salesperson we highly recommend you focus on the value your company is offering. Try to avoid talking about products and services. A sales person pushes potential customers to buy their products or services. Remember you want to sound like a business person not a salesperson.

Use your Manners

When you are calling a new prospect you likely are going to interrupt them in the middle of something. Therefore, it's important to be polite and ask them if it’s the right moment to talk. Tell them how thankful you are if they are willing to talk to you, otherwise let them know you understand, and then make an effort to schedule a call back or send an introductory email instead.

Likewise, try to have a clear and pleasant voice. Callers frequently overlook this component of the sales pitch, yet sounding professional requires a clear, pleasant voice. Briefly, Introduce yourself including your full name, company name, and state your purpose for calling. Rather than focusing on the product or services, focus on the company’s value proposition.

Prepare for common sales objections

If you are a cold caller you should know that you are going to get objections. Sales objections are normal and even if you try to seek all the possible objections, there is always one objection that you are not going to be prepared for. Instead of trying to figure out how to respond to all the possible objections, outline the objections that you can anticipate ahead of time and write down some responses that will help you in your live calls.

To be successful, sales representatives must learn how to discover and resolve objections. If objections arise, it is important to address them the best way possible, because objections well handled will make the difference between a successful sales call or not.

Sell the appointment

Yes, your immediate goal is not necessarily to sell the product nor the service. Your goal as a sales representative is to sell the appointment. So instead of building prospects' level of interest so that they purchase the product or services, you need to build enough interest, curiosity, and desire so that the prospect is willing to go further.

Sales people have a natural tendency to want to sell a product when interacting with a prospect. Nobody wants to be forced to do anything they don’t want to. Rather, B2B appointment setting calls are designed to intrigue potential customers enough to get them on board for a face to face meeting

Prospects don’t have time, use this instead

Since you are doing a cold call and the prospect doesn’t know you, the probability of being rejected or people saying they don’t have time could be very high. If you have been hearing lots of “I’m busy” or “is not the right time” try to use this as an advantage. Rather than losing your faith, use this opportunity to schedule a meeting. So whenever the prospect rejects you, just say “ok, so when is the best time to talk to you” or “could we schedule something for tomorrow?”

If you are interested in hiring an outbound agency with a team of experts focused on your lead generation and business development processes, feel free to contact us! Alternatively, you can schedule an appointment directly with us using this link

“Efficiency is doing things right; effectiveness is doing the right things".
Peter Drucker

About the author

Sandra Fernandez is a Marketing Specialist with over seven years of experience in lead generation, digital marketing, market research, and market intelligence knowledge. She is responsible for targeting ideal clients through marketing strategies and digital advertising campaigns. Sandra works with the Port Group sales team to achieve success and increase B2B sales outsourcing services awareness.

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