B2B Appointment Setting: An In-Depth Guide for B2B Sales Success

In 2022, there were more than 33.2 million business owners in the US. And each year, thousands of more businesses are born. However, to succeed as a business owner, you need to get the word out, set up sales meetings, and close deals.  You either need to get good at sales yourself, or hire a competent salesperson with business to business (B2B) sales skills necessary!

This is where your appointment setting skills come into play. Businesses like MarketReach have expert appointment setters who can help you build your business – but if you’re going to try to do this yourself, there’s a few things you’ll need to know:

What Is Business-to-Business Appointment Setting?

B2B appointment setting is the process of contacting and qualifying potential customers for a sales meeting. It is a critical part of the sales process and can be the difference between success and failure.

There are many different appointment setting approaches, but the most effective methods share some common characteristics. They are focused on the right audience, use targeted messaging, and have a strong call to action – which is to say – to get the prospect to agree to a 20 – 30 minute introductory appointment and then lastly – to show up for the meeting.

Who Needs B2B Appointment Setting?

In a world where the internet and eCommerce have taken over many aspects of business, every business owner playing in the B2B space typically sells high-ticket items that may require a consultative conversation before a sale is made. Here are the primary 3 parts to a successful B2B appointment setting conversation:

• asking questions
• exhibiting good listening skills
• properly presenting value proposition (i.e. features/benefits) against prospect’s answers to your questions

Primarily, it’s B2B businesses who need appointment setting services the most. Since most sales in B2B are big-ticket sales, whether it’s selling products in bulk, a technology or software, a long-term service retainer, or a big short-term project. When someone is getting ready to make a big commitment, they want to talk to a real person. That’s why business-to-business appointment setting is vital for companies that want to continue to grow and succeed.

Intro sales appointments aren’t the only kinds of appointments you should set though. Setting follow-up appointments when the deal is not a one-call close, or getting meetings with existing clients help in customer retention and attract referrals. When you deliver service worth raving about, you’ll see it bring more word-of-mouth referrals.

B2B appointment setting is a valuable tool that can help companies remain competitive and successful. Those who invest in appointment setting will likely see a positive return on their investment, due to that steady pipeline developed month-over-month.

If you are a business owner that wants more leads, start by keenly identifying the high-value offering of your business. Give them something they want or need and be clear on how you set yourself apart from the competition.

Unless you’re in an emerging market, you’re likely going to have fierce competitors who offer similar services. Offer value by working to deliver the best product, best price, best customer service, but you need to distinguish yourself as different somehow. 

How to Get Prospect Lists for an Appointment Setting Campaign?

If you deliver exceptional service and you’re distinguishable from your competitors, then you have a lot of options available to actually get leads in your funnel. Some businesses get very creative with how they acquire contact information from prospects, but the most popular methods for B2B prospect list acquisition include: 

• Buying contact lists
• LinkedIn marketing
• Attending trade shows, and
• Attend networking events

If you’re able, try a combination of these methods. Every business is different so your lead gen and marketing strategy will need to be tailored to your business’s ability and your audience. 

Having leads is only the first step to a great appointment setting campaign. You still need to turn your leads into sales. That means – properly working the list once it’s identified through a multitude of marketing techniques. Appointment setting is one such form of lead generation, however, consider how to weave in email marketing, search engine marketing, article/blog publication in trade mags, online advertising and others!

It’s important that you make it easy for your leads to take the next step by providing a way to contact you and schedule an appointment. Follow up regularly, keeping in mind that it takes most people several touches before they’re ready to set the meeting and then buy.

Keep your appointment conversations fun and interesting, and deliver on your promises. With these tips, you’ll be well on your way to setting those coveted sales appointment!

How to Handle Your First Lead Call?

You’ve got the lead call scheduled, and you’re ready to go. But what should you expect on your first lead call? How can you make the most of it?

Here are a few things to keep in mind:

Preparation

Before you actually make the call, make sure you’re fully prepared. Take a few minutes to research the company and contact that you’re calling. Have a short list of qualifying questions that you would like to ask while you have them on the phone. Make sure you’ve identified key factors that will help you determine whether or not the lead will be a good opportunity. 

Once you’ve done those things, you’re ready to make your call to the decision-maker. 

Introduce yourself and your company

When calling a lead for the first time, make a proper introduction. The lead may not know who you are or why you are calling, so take a moment to explain.

Be polite and professional, with proper pacing, and let the lead know why what you’re calling about is important. If the lead is playing ball start asking questions to understand their business a bit more. If the lead is not interested, thank them for their time and move on. 

In some instances, the lead may seem interested but not ready to make any commitments for a meeting. If that is the case, you can ask them when they may be more ready for this conversation and reach out to them again then. 

Ask questions about the lead’s business

As the old saying goes, you never get a second chance to make a first impression. When it comes to appointment setting, your first lead call is critical.

Make sure you understand their pain points and goals. Your list of questions that you created before the call should help you to identify any pain points they may have. Once you’ve identified their area of concern, let them know how your business can be the solution. If the lead feels like they were heard and understood, they will leave your call feeling trust and excitement. Plus, the more you know about their business, the better you can customize your sales pitch.

Be prepared to answer questions

When you are on your first lead call, it is important to be prepared to answer a wide range of questions. The lead will want to know what you can do for them and how you’ll solve their problems. So, always be ready to explain your product or service and why it is the best solution for their needs.

Be confident and straightforward in your pitch, and be sure to listen to their questions and concerns. By showing that you are knowledgeable and confident in your product or service, you will be more likely to earn an appointment and then subsequently, their business.

Don’t push to close for an appointment on the first conversation if the timing isn’t right

If the title of this paragraph seems counterintuitive to what this article is going for, read on! The goal of the first call is simply to establish a rapport with the lead and to gather information. Then, if the answers the decision-maker provide from your questions line up with your solutions… meaning if you can match the client’s pain points with your solutions, go for the meeting! However, sometimes the timing just isn’t right. Maybe the Company is moving their location in a month. Or perhaps they are in a contract for another year. There are plenty of reasons why a good salesman has to be prepared to set a callback versus an appointment. After all, the end game is a sale, so spend your time with people that can make a decision with a clear head and an open-mindedness to move a sale forward in a relatively reasonable timeframe.

Don’t forget to follow up

Make sure you send a thank-you note or email after the call. Following up shows that you’re interested in the lead and that you value their business. If you set a callback date, honor it! Callbacks are our gold. Don’t get too caught up with callbacks that keep kicking the can down the road. We must still continue to refill our pipeline with fresh leads each and every month!

What Information Should You Capture for the Sales Rep on the First Call?

B2B sales appointments can be a tough process, especially if you don’t have a good system in place.

If you are the lead generator and you are passing qualified leads to a final closer, in order to make sure that your sales reps are getting the most out of your sales appointment setting calls, some information cannot go unrecorded after the first call. Make sure you record:

• Prospect’s contact information and title (ensure they are a decision-maker or heavy influencer)
• Direct dial and email
• The prospects pain points and improvement items
• Any other relevant info that you think can help sales close the deal. 

By having this information, you can make sure that your sales reps are prepared for the call and can follow up appropriately.

All About an In-Depth Guide for B2B Sales Success Today

In order to be successful in B2B appointment setting and sales, you need to have a comprehensive understanding of the market, your target audience, and what goes into a successful sales process.

If setting great sales appointments is a priority for your business, there are professionals like MarketReach who have perfected their lead generation, telemarketing, and appointment setting system. Trust our US-based appointment setting team to find your leads and convert them into sales. Reach out for your free consultation to see if MarketReach is the right choice for you!