How to Write a B2B Appointment Setting Script

How to Write a B2B Appointment Setting Script

Appointment setting is an important part of any B2B lead generation process. For a company offering its services and products, meeting the client is a big step in making sales.

For appointment setters to be successful, using a compelling and convincing script can help them set an appointment successfully.

a man talking to his mobile phone

The Importance of Having a Written Appointment Setting Script

a woman writing on a giant notebook with a giant pen

The main task of an appointment scheduler is to successfully set a meeting between the company’s sales team and the potential client. Appointment schedulers do not do sales. They only facilitate the meeting between the two parties. It is up to the sales team to make sure that the prospective client will become a customer.

The job may appear easy. Yet, when you consider that it might be the first time for the appointment setter to talk to a potential client, you can bet that fear of rejection and failing to set an appointment can make one nervous and lose control of the conversation.

As an appointment scheduler, you must call the top guns of companies. They are busy people and if you want to get their attention, you must have something valuable to say and a ready answer to all the questions they will ask. 

Check out the full transcript and learn more about the qualities that you should look for when hiring or outsourcing an SDR team.

infographic of average SDR vs excellent SDR

Some of them could sound intimidating and try to lead you away from your main goal, which is to make them agree to a meeting with the sales staff of your company.

An appointment setting script will be helpful. You will never grope for words. Instead, you will never have to make long pauses, which can give the person at the other end of the line an interruption before you finish.

You can talk confidently knowing that you are saying the right things. All information in the script has been checked for correctness and you can never go wrong.

Numerical data can be hard to memorize. Yet, with a script, you can talk with confidence. Remember that without getting an appointment, your sales team will lose the chance to present your company’s offer and make sales.

Here are other benefits of having a script for appointment setting.

  • With a script, you will feel confident when calling a potential client to schedule a meeting between your company’s sales team and a decision-maker in the company you are targeting. You will impress the potential client and he will most likely consider scheduling an appointment.
  • As an appointment scheduler, you can communicate with the target company efficiently using the script you prepared.
  • You can identify the strengths and weaknesses of your cold-calling strategy and make some changes to your script.
  • By improving the appointment setting script, you can have a system of setting appointments that will eliminate speculations. Instead, you can present verifiable facts. 
  • The appointment setting script will help you have a simple strategy rather than a stressful one.
  • An efficient way of setting appointments can increase productivity.

Related: IT Sales Scripts: A Quick Guide to Writing Sales Scripts for IT Selling

Tips on How to Write an Appointment Setting Script

So, how do you write an effective appointment script? Here are some tips on writing an appointment setting script that can bring you more and more meetings.

1. Make thorough research.

Giving the impression that you know what you are talking about can only be achieved by having all the facts needed. Researching about a company before setting an appointment is important. The person you are calling might already have all the facts about your company.

Be ready with answers to frequently asked questions about your company and about your target client. Write the scripts based on what you have researched. Be ready to provide facts to support what you say.

It is better to be over-prepared than underprepared when setting an appointment. Not all companies have the same information so always customize your script according to each client.

If you want to succeed as an appointment scheduler, be an expert in your craft.

2. Have a clear and specific goal. 

a man holding a giant arrow aiming towards the center of a giant dart board

Remember that your appointment setting script will serve as your guide when making appointment setting calls. Have a clear idea of your objective. When you write the script, each sentence must focus on achieving your goal.

Your potential client will see the direction of your call through the clarity of the script. Do not write a script that will leave your clients confused about what you want to happen.

3. Personalize the Script

Not two businesses are alike. They might be selling the same products but each will be different from another. When writing the appointment setting script, avoid stereotyping them. 

One important thing is to know the decision maker’s name to whom you must speak and important information about the business of the company. If the company has recently received an award or recognition, knowing about it will impress your target.

Underline this information on your script so that you will not forget about it.

Related: How To Personalize Your Emails When You Only Have a First Name

4. Make it short.

a man checking the checklist

A call setting an appointment must not exceed eight minutes. A long pitch can diminish the interest of the company official you are talking with. They are busy people and they do not want to waste their time. State the purpose of your couple after a brief introduction.

Yet, do not sound anxious or panic-stricken. Speak clearly in a normal cadence and get to the main point as soon as you can.

5. Show professionalism all throughout the conversation.

You will find many competitors vying to also get an appointment with your target.  Always be a professional. Your script must show the potential client that your company is operating legally.

With a well-written appointment setting script, you will gain the trust and confidence of your potential clients.

6. Include questions to determine if the target will qualify as a lead.

By listening to the answers, you will have an idea whether your target client is a right fit for your company or not.

If there is time, include questions on your appointment setting script about the main solution for an experienced pain point, what communication channel they want to use, timeline, and budget constraints.

Through this conversation, you will determine if you can have a good relationship with the client or not. This is applicable in cases where fast identification and conversion of a lead are needed. 

7. Have a list of your company’s products and services on your script.

The person at the other end of the line expects you to present what your company can offer in terms of products and services. 

Do not give the impression that you have no in-depth knowledge of these things. Your written script must include all these things at the start and end of the script. Inform the listener that they can find more details about your company or business on the company website. 

8. Work towards securing an appointment rather than selling your products. 

a woman picking a date in the calendar

The main job of appointment setters or schedulers is to secure an appointment for the sales team and the potential client. The information that they share about the company, its products, and services is intended to make the target become interested enough to have a meeting with the sales staff.

Related: 6 Things to Know When You Start B2B Appointment Setting

Types of Scripts for Appointment Setting

An appointment setting approach will require a different script for each. The two types of appointment setting approach scripts are the referral and pain point approach.

Referral type is when you and your target are commonly known by a third party or when someone referred you to the target.

When you and the prospective clients have a common friend or acquaintance, it is a good start to establishing a business relationship. You can mention in your script the name of your referral. 

In this case, always be honest and kind with the lead if you want to convert him into a customer. Be true to the person referred to you and you have a big chance of developing a strong and long-lasting bond.

You can also have a script that centers on the problems or pain points of a company you are targeting. Be sure to do research to identify the issues. 

Relay to your listener how you can help with a solution to his problems. Offer ways to convert their weaknesses into strengths.

If you succeed in convincing the potential client that you have a solution to his company’s woes, he will be interested in setting up a meeting to find out what your company’s sales team has to offer.

Related: How to Set Appointments with Mid to Large Enterprise Firms Contacts


As appointment schedulers, your main goal is to set an appointment or meeting between your company’s sales team and the potential client. Always make the call short but complete. Leave the selling to the sales team.

But as mentioned earlier, companies are unique. So preparing a customized script for each client can make you succeed.

The more meetings you set, the more potential clients can be converted into customers, and the more sales your company can make. This means more revenue for the company and for you.

Callbox consultation
Find out how you can drive more quality leads and sales appointments. Talk to us.
Book a meeting 📅 Talk to sales
Callbox offer image
ABM Telemarketing Scripts for Cold Calling Key Software Personas
Use this free resource as a guide to engage stakeholders for ABM. See examples of software buyer personas and personalized telemarketing scripts.