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25 Years of Sales Prospecting—25 Lessons That Still Drive Meetings
Most companies struggle with B2B sales prospecting not because they lack effort—but because they lack a consistent, proven approach.
After 25 years of delivering appointment setting, lead generation, and outbound sales programs, we’ve seen what actually drives results—and what wastes time. From cold calling and qualification to follow-up and modern tools like AI, these lessons are built from real campaigns and real conversations with decision-makers.
If your goal is to book more qualified meetings, improve conversion rates, and build a predictable sales pipeline, this is your playbook.
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What’s a Book of Business Got to do with Picking Up the Phone?
The idea of picking up the phone to drive leads may feel outdated in today’s digital-first world. But outbound calling remains a powerful strategy for building and growing a strong book of business—especially in competitive industries like insurance and B2B services.
At MarketReach, we’ve helped clients revitalize their pipelines with effective calling campaigns. Here’s why outbound calling works in 2025 and how you can use it to create meaningful connections that grow your revenue.
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Appointment Setting: What It Is + How to Drive Sales Using It
B2B sales cycles are long, complex, and increasingly competitive. You can have the best product in your space—but if your sales team isn’t consistently speaking with qualified decision-makers, your pipeline suffers. That’s where appointment setting becomes a game-changer.
Whether done in-house or outsourced, appointment setting bridges the gap between lead generation and sales conversion. When executed correctly, it empowers your team to focus on closing deals instead of chasing unvetted prospects.
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B2B Appointment Setting Tips: Avoiding Common Mistakes
B2B appointment setting is a crucial part of many companies’ lead generation strategy. But without the right approach, it can become a time-wasting, low-ROI endeavor. Whether you’re conducting cold outreach or following up with inbound leads, avoiding these common appointment setting mistakes can drastically improve your chances of success.
At MarketReach, we help businesses improve appointment setting by applying proven frameworks and eliminating the costly mistakes that block results. Whether you’re building an in-house outbound team or considering professional appointment setting services, mastering these fundamentals will give you a major advantage.
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“Call Me After the Holidays”
As the cold weather approaches, so does the infamous objection that anyone making prospecting calls dreads to hear: “Call me after the Holidays”.
With Thanksgiving, Hanukkah, Christmas, New Years and other holidays on the horizon, the excuse that prospects won’t have time to talk until after the New Year is going to pop up often. Many prospects will get lost in the thought of good food and spending time with friends and family. While your mind may drift off into similar thoughts of your own, you can use this time to increase your sales pipeline into the New Year!
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B2B Appointment Setting: Complete Guide for B2B Sales Success
B2B appointment setting is a vital tactic for seeing growth in your business. 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:
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How to Set Sales Appointments using B2B Telemarketing
When you run a B2B business, your telemarketing can (and should) look different from other run-of-the-mill telemarketing operations.
You need every call to drive a deeper relationship with your prospects. You need your leads to not just agree to set a sales appointment – but you need them to WANT to set up a sales appointment.
Sales appointment setting through telemarketing can be a daunting task, so we’ve compiled a how-to guide to help you get started!
Let’s dive in-
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Sales Tips for Insurance in 2024
After a long and arduous year, 2024 brings a fresh start. Now is the perfect opportunity to revamp your company’s commercial sales and marketing plan. This article will show you how any agency can improve its sales in the upcoming year, despite the challenges that may come along the way. Consider these insurance sales tips for 2024:
Prospect List and Qualification
Get started by evaluating your company’s prospect list. Identify your most qualified business opportunities. Take some time to reconstruct your target market and focus your attention on them – particularly, your Top 100. The pandemic has caused many businesses to change the way they do business, while others had to close down all together. Many producers focus on certain industry segments such as construction, restaurants and manufacturing, all whose ‘face’ has changed quite a bit this past year. It’s important to requalify your list to be sure you have the most practical targets during this time. (more…)
The Prospect List
Even the idea of creating a solid prospect list can be daunting. Your prospecting activity in your list reflects your entire sales pipeline. The more activity against your target market (e.g., phone outreach, email, LinkedIn or direct mail), the better the likelihood of building trust and sales activity that leads to closed deals and more referrals.
To create a steady pipeline, you must rely on the paramount foundation of sales activity, which is best kept as a running log of emails, phone calls and other marketing techniques to get attention, and then acquire sales. Here are some small steps to make the process less overwhelming.
Identify Your Sales Targets
To identify your sales targets properly, start by mapping out your core niche industries and geographic radius. Commission opportunities based on staff size and industry will dictate how best to spend your marketing dollars. If you’re going after property/casualty insurance or workers’ compensation—those groups in which staff size is more important than class of business—determine the staff size minimums that still can justify a marketing-spend in targeting them. (more…)