Are you a salesperson looking to improve your appointment-setting skills and meet your sales targets? 

If so, you know the crucial significance of sales engagement throughout the sales call process. 

The effectiveness of your outreach will depend on your skills and the resources you have at your disposal. 

Not to mention that it is undoubtedly more difficult to attract today's buyers.

Gartner reports that it now takes 18 dials to reach a buyer

Yes, you read that correctly.

Finding a buyer now requires twice as many tries as it used to. 

So, you must be at your best when you finally connect with the buyer.

In this post, we'll provide you with 13 appointment-setting tips so you can hit your sales goals.

From understanding your target audience to utilizing technology, these tips will equip you with the information and resources you need to schedule more appointments and close more deals.

Get ready to take your appointment-setting game to the next level!

What is appointment setting?

Appointment setting is an essential part of the sales process. You locate potential customers and persuade them to meet with your organization and you in person or over the phone.

This may be your best opportunity to make a positive impression on them and promote your product or service.

Succeeding in an appointment setting requires excellent communication skills to convince prospects that you have the perfect solution to their problems.

You must understand their needs and represent your product or service as their best answer.

This persuasion process requires you to be persistent and have the ability to handle objections and rejections.

The appointment-setting process is critical because it is the first step in building a dynamic, trustworthy, and credible relationship with potential customers.

You must enhance your communication skills to succeed in the sales process.

Learn how to improve those skills and build better relationships with your potential customers.

Tips on How to Make Appointment Setting Better

The first step is when the sales team reaches out to their established leads and assesses whether they are potential customers. 

If the answer is yes, then the process goes on.

Booking appointments and closing deals are essential pillars of a successful business. They increase efficiency and productivity and boost sales and profits.

The sales team must have sufficient skills and expertise for complicated appointments.

Continue reading to enhance your abilities.

1. Targeting Your Perfect Customer

Don't take my word for it:

However, I bet that scheduling meetings with prospects who have already done business with your organization will be easier.  

Sales and marketing converge at that point. 

Sales should collaborate with marketing to keep track of specific indicators in order to call the leads that are more likely to be qualified: 

  • Website downloads: Do you provide white papers, webinars, or case studies for download on your website? You should follow up with the prospects who downloaded this article.
  • Visitors to websites: Put it on your to-do list if you don't already receive notifications when potential customers visit your website. It makes a great difference to know when they are thinking of you. Plus, you can even leverage these notifications to reconnect with prospects you’ve already spoken with. Furthermore, you can use these notifications to get in touch with previous speaking possibilities. 
  • Event attendees: Nab the full attendee list of any events or webinars your company sponsors or participates in. Obtain a list of everyone who attended events or webinars your business sponsored or participated in. 

Of course, arranging an appointment involves more than just cold calling. You have to do a lot of it to be heard, not only on the phone. 

Welcome to the twenty-first century.

Having a head start on which prospects are interested before you call is a bonus. Still, it doesn't exempt you from the next essential appointment-setting step: contacting them via several channels. 

You'll have difficulty standing out if you don't send carrier pigeons or smoke signals, write emails, communicate on social media, or leave voicemails

As we speak, your prospect is likely receiving a meeting request from someone else. 

2. Research Matters

According to research, 82% of B2B decision-makers believe sales representatives are unprepared for their interactions.

Untrained sales reps

No matter how much it takes, you must take your time to do enough research on your prospect.

Your email will likely be unread, deleted, or marked as spam if you lack background information.

According to statistics from the B2B Digital Marketing Insights Report:

  • 9 of 10 business professionals believe that sales outreach tailored to their industry is crucial.
  • 83% of business professionals believe that it's essential for sales outreach to be tailored to their specific business problem.
  • 70% of professionals in the business world believe that sales outreach tailored to their particular role within their organization is highly significant.
Relevant sales outreach

Based on the above facts, it is essential to understand your prospects’ company and needs to ensure they are a good fit for your product or service and will deliver a targeted sales pitch.

Here are some critical pieces of information that are essential to gather when you are researching a potential client:

  • Basic details about the business
  • Information about the company’s leadership
  • Financial information
  • Technographic data
  • Insights into purchase behaviors
  • News and trigger events
  • Industry background
  • Competitive intelligence

Researching the above information is constructive, but it is not enough.

You must also learn about the main points of contact within the organization. This research must include their role within the company and their professional background.

There are several ways to obtain such information.

  • You can start by checking internal resources to see if your company already has information on the prospect. 
  • Reviewing their recent engagement with your marketing campaigns can give you insight into their interests and pain points. 
  • Their LinkedIn profile can provide information on their job descriptions, endorsements, recent awards, promotions, and other interests. 
  • Public social media pages can give you more information about their personality, interests, motivations, values, and influences.
  • Review the company's website and read news stories, vision statements, product releases, and the "About Us" section. 
  • Websites like G2Crowd, Yelp, or the Better Business Bureau can provide valuable information on prospects and their potential pain points.

The above information allows you to determine your best-fitting product or service for their needs before contacting them. It helps you to personalize your conversation to make a better first impression.

3. Crafting An Appointment Setting Script

As a sales manager, you know that good lead communication is essential to your team's success. A script can help your sales representatives stay on the message and cover all the important points during a pitch.

Before you ask:

Yes, your sales agents can sound like humans even if they use a script! 

You must perfect the pitch they provide to leads, even if they are experts at winging it.

Keep in mind that:

  • A script gives you a blueprint of the conversation before starting it. It helps you have a better sense of control and confidence within the call.
  • It portrays you as a knowledgeable sales representative.
  • A script can help you structure your points, approach, and reference appropriate facts and statistics.
  • It allows you to assess which approaches work best across all your calls.

There are numerous ways to write a script. 

But here are two different approaches to writing B2B appointment-setting scripts.

One approach is to use your research on the client to represent your product or service as the solution to their specific challenges. 

This generates interest in your product and makes it easier to schedule a discovery call. 

Here is a sample appointment script:

 Appointment setting script

Another script is for when a former client refers you to a new prospect. 

According to a study, 73% of executives prefer working with sales professionals referred to them by someone they know. 

The below sample script works best in this situation:

The appointment setting script for new prospects referred by your previous client

If your pitch isn't strong enough, your lead will leave before you can even consider scheduling an appointment. 

4. Effective Lead Engagement: Sparking Conversations

Did you know that 36% of B2B executives think salespeople clearly understand their challenges and can provide solutions?

Engage your lead in a conversation

Empathy and interest for your prospect are fundamental to appointment scheduling and inside sales.

Additionally, instead of trying to sell your product or service, you should focus on highlighting its value.

Sales professionals have limited time to attract their prospects. 

Remember, people tend to reject sales pitches if only they realize someone is trying to sell something to them.

You must develop an opening statement that helps the prospect overcome their initial doubts.

5. Streamline Client Scheduling With Ease

Most of us learned early on from our parents that it is much better to move slowly and steadily than quickly and haphazardly.

But in this case, slow and steady does not work; instead, it may push you to lose your leads.

According to Sales Training Specialists, the first vendors to respond to leads win a significant percentage of sales (35-50%), which suggests that a prompt response is crucial.

Leads go to the winners.

We are living in the era of online meetings. So if you use an inefficient B2B appointment scheduling process, you may lose your potential clients.

Scheduling software is one of the best ways to solve such issues. 

These applications offer a customizable booking page that displays your availability, enabling prospects to schedule meetings with you at their convenience.

You can also add the link to your booking page to your e-signature so potential clients can reach you directly and seamlessly.

6. Verifying Prospect Availability for Call

Let's not overlook proper business etiquette. 

The problem is that when you call potential customers, you essentially interfere with their work. 

Naturally, you wouldn’t bother trying to listen to a salesperson. 

You would just roll your eyes and excuse yourself by saying they're busy, right?

Asking your prospects whether they have a few minutes to spare to talk to you is, therefore, not just courteous but also vital. This thoughtful approach won't irritate them, which improves your chances of making your pitch. 

Because you showed them respect, your prospects will be more open to rescheduling the initial contact and letting you know when you can reach them.

7. Overcoming Common Sales Objections

You don't call people to schedule appointments without doing your research, do you? (Are you? 👀) 

Knowing your market and clients allows you to position your value most advantageously. However, remember that even qualified prospects who are the ideal fit for your solution may have concerns. 

Objections are inevitable in B2B cold calls.

In order to put the situation in a positive light and convince your prospect that your product or service is unique, you have to understand objections and learn how to address them.

It helps you to have prepared answers to their questions and complaints and allows you to keep the conversation going.

Here are some tips for overcoming sales objections: 

The process of overcoming sales objection

8. Creating Interest: Key to Appointment Success

Remember that your primary objective is not to sell the product but to arrange a meeting with prospects.

This is why you do not necessarily need to generate a high level of interest in the prospect so that they will make a purchase.

Instead, you must make them interested enough to keep the conversation going.

9. Establishing Trust: Winning Prospects Over

Why can you trust a compass? Because, well, duh, you can depend on it?

Channel your inner compass, people!

If your potential customers don't believe what you're saying or selling, they won't give you their time or money. 

Why should they?  

Try using these two techniques to establish confidence during your next appointment-setting call. 

Be Human And Build Rapport With Them

If your prospect were seeking a conversation with a robot, they would have dialed RoboServe, expecting a swift and automated transaction. 

But that's not what they want. They desire the real, approachable you.

So, instead of focusing solely on business matters, why not explore the intriguing facets of their world? 

Is there a unique piece of artwork hanging in their office? Does their bookshelf display an interesting collection? Do you hear the faint sound of a vinyl record playing in the background?

Heck, ask questions about these fascinating datils too.

Make the conversation all about your prospect to help them relax, as you just have a few seconds to grab their attention while speaking to a cold lead. Ask the proper questions, but more importantly, be empathic.

Despite popular belief, the objective is not to sell.

Isn't that contradictory? 

Not as much as you may imagine. 

The purpose of appointment-setting

See, I understand. 

As salespeople, our natural inclination is to close the deal as soon as we have a lead. But keep in mind what we just said: 

Nobody likes to be forced to buy something.

Call instead with a sincere desire to assist and let the rest happen naturally. 

10. Master Communication: Learn to Be Specific

Ask for a follow-up meeting but don't be evasive once you've piqued the prospect's attention and curiosity just enough to make them want to continue the conversation. 

Ask them: 

"How does September 6 at 10 am work for you?" rather than "Would you like to meet about this?" 

See the difference?

One is committed and serious, while the other wants to text you at odd hours until you both move on.

Remember to wrap up things. 

Send a confirmation email to your lead summarizing the conversation and indicating when you will meet next. 

11. Boost Your Credibility: Share Social Proof

According to a statistic by HubSpot, 88% of customers have the same level of trust in user reviews as they do in personal recommendations.

Customers believe user reviews.

Potential customers may not be immediately interested in what you offer. Most people tend to be very cautious about pushy salespeople who focus on making a sale.

To overcome such a situation, use social proof.

Name your high-profile customers with successful results or explain how your solution has helped them solve their problems.

Social proof helps you persuade potential customers that your product or service benefits them.

12. Probing: Ask Good Sales Questions

Good sales questions are real game-changers.

In fact, appointment setting is a game of open-ended questions. 

An answer to an open-ended question cannot be expressed in terms of yes or no. Hence it takes more thinking than a simple yes or no.

Open-ended inquiries have a benefit over close-ended ones because they don't require your prospect to give a simple "yes" or "no" response.

Such a question as "Is your business in so-and-so industry?" is an example of a closed-ended query. 

An example of an open-ended query is, "I see your business is in the so-and-so industry. What has been your toughest obstacle this year in keeping up with your competition?

A good open-ended question will ensure that your prospect provides you with detailed responses so you can create a follow-up that will help you learn more about their pain points.

13. Move With Technology

Given the ever-evolving technology world, sales managers must provide their staff with the most up-to-date appointment-setting software to improve productivity and streamline the process.

Having the most recent technology is, in the end, one of the finest methods to make excellent appointments. You need a solution with tools for appointment scheduling software that assist you in:

  • Call the appropriate time zone
  • Call the next-best lead based on qualification requirements
  • Overcome concerns with logical branch programming that also keeps you on message
  • Leave voicemail messages as you make the next call
  • Nurturing leads who are not yet ready for an appointment
  • Next available time slot for appointments on calendars 
  • Send email reminders for the scheduled appointments

Utilizing appointment-setting software can make your B2B calls more efficient, so ensure you take advantage of it.

Succeed In Your B2B Appointments With AI bees

And that's a wrap on the art of setting appointments!

Setting appointments and generating leads occasionally feels like playing a game with unpredictable results. 

But what if we told you that you could automate the activities that consume your productivity?

Enter AI bees

We can help you leverage AI to improve your chances of engaging with potential clients, building stronger relationships, and generating significant revenue increases.

Do not miss the opportunity to take your appointment-setting strategy to the next level.

Book a demo with us today and maximize your marketing efforts.

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Are you tired of struggling to fill up your sales calendar?

Look no further!

With these appointment-setting tips, you'll be on your way to crushing your sales goals in no time.

From perfecting your pitch to maximizing your follow-up game, these strategies will help you book more meetings and close more deals.

Get ready to take your sales game to the next level!