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B2B Appointment Setting Strategies

B2B appointment setting is a skill crucial to anyone trying to generate sales for big business. It’s an art that requires a delicate strategy as you try to transform high-level decision-makers into buyers.

Most of the sales managers depend on the B2B appointment setting in order to close a deal. Often, it is impossible for a sale to happen without one-on-one interaction.

Selling and marketing in a B2B market are unique from general sales as you are generally trying to sell high-ticket items to decision-makers.  These decision-makers often take the time to make their decision, rationalize with teams, and wait for approved budgets.

The strategy takes time, experience and hard work.  To reach different decision-makers demands in-depth research, persistence, and skill.

Selling to businesses is different and more complex than selling to individuals or low ticket items.  The reason is:

  • B2B represents many different people making business decisions for the sake of the company
  • Stakes are high and the business may stand to lose a lot if your product fails to meet expectations
  • B2B sale can take months of negotiating, paperwork and meetings B2B sellers need to know the market and its challenges, so that you can address and offer solutions

Here are some tips and tricks to help you master B2B appointment setting strategies. 

Look for the Decision Maker

B2B decision-makers have in-depth knowledge of the market and competition.

Finding the decision-maker and getting past the gatekeeper should be your goals before you start pitching.  Cold calls lead to warm calls and will usually end in the gatekeeper checking if the decision-maker is in a position to talk to you.

Do your best to build a relationship and rapport with prospects.   Have a well-prepared roadmap and a compelling message.

If the prospect is not available while leaving a message with a client slow down and reiterate important information.  Having all details about the client including their email and time and date of appointment is essential.

Build Interest

To build interest, offer a real solution to a need.  Find the need or uncover any dissatisfaction of prospects current services and focus on these and use them to your advantage.

Preparation is vital and you have to know your prospect and their business to know what to say.  The key is to come across as a confident professional who believes in yours and their product.

Uncover your prospect’s needs, look at your marketing material and if you can’t find a benefit to your listener, don’t make the call.  Know your lines and your script and keep the tone conversational.  Do not sound like a robot.

Be persuasive, but not aggressive, and always remain polite.  Show interest by asking questions and listening.  Take notes and repeat key information to make sure you understand.  Do your best to leave a positive impression.

To convince the prospect to have a meeting, it is necessary to have a value proposition and a good reason why the target audience would be interested in taking up the call.

Target the Right Prospects

You may have the best salespeople working on B2B appointment setting. But your campaign won’t yield any results if you target the wrong prospects.

So, before you deploy your appointment setting campaign, define your ideal prospects. What size and type of business will you target? Which level of decision-makers are you going to approach?

Do your research to determine who your potential clients are. Create a good contact list with the right people and the right numbers so you don’t waste time.

Know What to Say

To win over a prospect, you need a good script that serves as a guideline and helps you to remember what to say and focus on.  You also need to know when to separate yourself from the script and improvise, depending on the direction of the call.

The golden rule is to not sound like a salesperson, remain on track, and highlight valuable points of your offer.  A dynamic script can help adjust the call according to the needs and points of the prospect .

Have an idea of the prospects’ needs and goals.  Do your research and know the market well to adapt to conversations according to needs.

Don’t Be Pushy

When calling, don’t jump into the sales pitch too quickly and ask the person if they have time to talk first to show that you respect their time.

If not, try to get a chance to reschedule for a more suitable time and if they say no, ask if you can call them back another time.

Be consistent and determined.  Do not ramble and utilize intelligent and effective words while pitching benefits and value propositions.

This may require some pressure but do not make the prospect feel annoyed and uncomfortable.

Be courteous and take time to demonstrate interest in setting an appointment.

Remember to followup with prospects with busy schedules.


Make a follow up to all your contacts, especially those who have shown interest.

Once you define your targets, be persistent in your attempts to reach them.

It may require multiple attempts to reach them and get a response, especially for highly competitive markets.  People are busy and inundated with sales offers, so do your best to reach them using different channels.

Call, email or leave a voicemail to get them to respond and ultimately agree to a meeting.

Followup with your prospects every couple of months. Markets and needs of prospects change so it is important to do this often.

Get Referrals

Referrals offer a tremendous advantage and are very important in the B2B appointment setting because people trust other’s trust that you have earned.

Obtain referrals from colleagues, business associates, and friends and leverage the relationships that you have.

Anyone who has the decision maker’s ear can be useful.

Originally posted 2020-03-16 23:01:06. Republished by Blog Post Promoter

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