6 Things to Know When You Start B2B Appointment Setting

For a B2B appointment scheduler, being able to set an appointment with a company’s decision-maker such as the CEO is a dream come true. 

Convincing these people that you are offering something of great value to their business is a challenge. That they agree to meet the sales staff shows that they are highly interested. All they need is a little push and they can become a valued client.

Here are the things that every B2B appointment scheduler must know to land that valuable appointment. 

Do research

The first thing that you must do when you start a B2B appointment setting is to conduct thorough research about your prospect. 

Knowing the needs and goals of the potential client will allow you to answer their needs and help them reach what they are aiming for. 

woman on laptop

You must keep in mind that the prospective customer could have done their research as well. They know what you are selling to them and your capacity to deliver.

So, how can you get relevant information about your potential client? Here are     a few suggestions: 

  • Read the company website and learn about its vision, mission, and goals. 
  • Talk with a mutual acquaintance. You might get relevant information that you cannot read anywhere.
  • Find the company’s LinkedIn profile to discover its areas of interest.
  • Have a look at their Twitter, Instagram, and other social media accounts,
  • Read company reviews to learn its strengths and weaknesses.

The more information you get about your prospect, the more prepared and confident you are to ask for an appointment. 

Learn to listen

When you get the chance to talk to a potential client in a sales call, do not monopolize the conversation. Let the prospect talk as well and listen carefully to what he is saying. 

Through listening, you will learn more about his needs and pain points and understand them better. Decision-makers will be eager to agree to an appointment with someone who understands them. 

Use email and phone in a B2B appointment setting

holding phone and laptop and coffee mug

B2B appointment setters must know where to find new prospects. The best way is to search the internet for email addresses and phone numbers of companies that fit your ideal customer persona. You can send a cold email or make cold calls.

Cold email is considered the most effective way of connecting with the target. Yet, it will be too much to expect a response to every cold email sent. When you get no response, you can make a follow-up. 

Appointment setters must have a plan on how to convince the target to meet the sales staff. Sending emails at an interval, personalizing them, focusing on value, and improving content will increase the chance of getting an appointment with the prospect.

People who engage in B2B appointment settings have to be persistent.  Giving up on the first or second attempt at getting an appointment will never bring success.

 If the first email is ignored, do not stop. Send another email. If there is no response still, you can send more emails at regular intervals until you can set an appointment.

 When it comes to cold calls, knowing who to call is important. Always try to reach the decision-maker by gathering as much information as you can about the target.

Reaching someone who does not have the power to make decisions will be useless. Your message might not be passed to the person or team concerned.

To make cold calls more effective, send an email to warm them up. If the person on the other end of the line already has an idea why you are calling and he is interested, you can have the chance to talk to him and schedule a meeting. 

Appointment schedulers must not easily give up. Yet, when your sense that you called at the wrong time, tell the potential client that you can call another time if it is not convenient for him at the moment.

He will appreciate your gesture and will agree to another time. Pushing when the target is disrupted or bothered will annoy him and he might not entertain your call again.

Related: What goes into creating a successful Email Marketing Campaign

Know the best time to make contact

Sending the email at the right time is important. Make sure you are using the time zone of the recipient. Emails sent at 8 am will land at the top of the recipient’s inbox and will easily get noticed.

Avoid sending emails on Mondays and Fridays and after lunch hour. These are the days and times that the email could not be seen immediately or ignored.

 Another way to set a B2B appointment is cold calling. The term is used to set up B2B meetings by phone.

two women talking on the phone

Many appointment schedulers are hesitant to make a cold call. Yet, cold calls may just be as effective as cold emails when combined with other channels such as social media and cold emailing.

How can you succeed as an appointment setter via phone? The first thing to know is a direct line to the highest-ranking officer of a company.

Some executives are heavily guarded. One has to dial several numbers before reaching the CEO.

Cold calls coupled with cold emailing can be effective. The email will let the target know that someone will be calling the company about his products or services.

The message will let the company know what you have to offer and help it decide whether to have a meeting or not. If they find that you are bringing something of great value, they will be eager to schedule an appointment.

The successful setting of B2B appointments depends on the SDR’s persistence. Those who fail usually give up after a couple of messages or calls.

As an appointment scheduler, you must always take note of the time when you call or email calling or emailing a potential client.

Company top decision-makers are busy people. To them, time is very important. They do not like disruptions. 

Contacting them before or after office hours will assure you of their full attention.

 Appointment Setting Scripts

Preparing a script for B2B appointment setting over the phone is a must. Some prospects would try to throw you off by asking a lot of questions. Others would use an intimidating tone.

With a prepared script at hand, you will never lose control of the conversation. Besides, it boosts one’s confidence during the appointment setting.

For an effective appointment setting script, follow this structure: 

Have a short introduction starting with a greeting, your name, and the company you are representing.

  • Prepare answers for frequently asked questions such as what your company does and why you think that you are your rivals.
  • Show how the product or service you are offering can make a difference. Is it valuable to your prospect? How? 
  • If your call is a success, the next step is to schedule a meeting between the sales team and the prospective client.

Related: Sales Development vs. Appointment Setting

Focus on the purpose of your call

man in front of laptop

Decision-makers are busy people. They do not have time for long conversations. Give the message as soon as possible. When you call a prospect, it is assumed that you already know their needs and issues. 

You are scheduling an appointment so that they can discuss with the sales staff how your offer can help resolve their problems.

Here are some suggestions for a successful appointment setting.

Ask for an appointment even if the target said no.

When a prospect objects to setting an appointment, do not let him think it is final. Many things can happen that will reverse the decision not to have a meeting. You can tell him that he can have a meeting with your sales team anytime he feels there is a need.

Know the target.

Not all businesses and industries have the same needs and issues. Always gather as much information about the prospect. By understanding the business or industry, you will know something valuable to offer them, which can make them more interested.

Dig deeper.

Aside from basic information, be armed with other relevant information that the target can be proud of. Have they received important awards? Have they been recognized for their accomplishments? 

Stop selling.

As an appointment scheduler, your role is to set up meetings between the prospect and the sales team. You must be good at convincing them that it is worth their while to listen to what your company offers through the sales team. 

It is the sales staff’s job to close the deal after you have led the target very close to the lip of the sales funnel.

These bits of information will help you know what makes the company and the decision-makers tick. 

Setting a B2B appointment is not easy. Yet, companies can outsource experienced appointment setters with a track record of success.

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