The 7 Best B2B Appointment Setting Techniques that Will Help You Set More Meetings
Appointment setting is the most challenging part of the sales process. You need to grab people’s attention, keep it, and intrigue them enough to meet you in-person, all from a mostly cold starting point. When selling to businesses, you’re targeting decision-makers within an organization who are usually well-informed on products and their market, meaning you better be prepared and knowledgeable.
B2B appointment setting takes patience, an organized strategy, and the ability to develop relationships with key decision-makers from the ground up. I’ve found the SDRs that are the best at B2B appointment setting have a well-rounded approach covering everything from business etiquette to targeting strategies. With that in mind, here are 7 B2B appointment setting techniques that will help set you and your team up for success:
The 7 Best B2B Appointment Setting Techniques
1. Research Your B2B Appointment Setting Prospects
This may seem like a no-brainer, but you’d be surprised by how many SDRs shortchange this part of the B2B appointment setting process. Some SDRs believe in their script so much that they skip researching targets. Choosing not to research your prospects during B2B appointment setting puts you behind before the race has even begun. Having knowledge about the prospect can give you the insight you need to set an appointment, or at the very least, intrigue them enough to start a relationship.
Cold calling is difficult because you’re calling a stranger. The best way to make those conversations easier is to familiarize yourself with that person and their business. You have nothing to talk about besides them giving you their business, so change that.
Portraying confidence while being complimentary is a great way to grab their attention and keep them interested. Even when people are being sold to, they like to hear about what they’re good at or what they’re doing right. “I love how your company” goes really well with “this is why we would be perfect for you.” Look at their website and study their differentiators. Then, find what you like and what you can help them improve.
2. Refine Your Prospect Targeting Strategy
Work smarter. Create an ideal customer profile, research companies that resemble it, and let the data chart your course forward. Evaluating your targeting and B2B appointment setting strategies is necessary as industries evolve over time. You’ll need to ensure your targeting strategy can change as the market changes.
Over time, you may need to change the types of prospects you’re targeting. For example, as your business grows, you may only want to target certain companies of specific sizes or industries. Find out what types of companies give you the best profit margin, which are the easiest to close, and your most successful targeting and B2B appointment setting strategies over time. Use data to inform your decisions.
3. Cultivate Relationships During Your B2B Appointment Setting Process
Not every conversation you have with prospects leads directly to an appointment setting. Remember, business is still about people and relationships. Be professional, but don’t hesitate to be friendly and casual. By avoiding the sales pushiness that makes people uncomfortable, you can develop real relationships with prospects, which inevitably leads to them wanting to do business with you.
Ask questions and be attentive. People appreciate it when you’re not always sales hunting in your conversations and seem genuinely interested in what they have to say. B2B appointment setting conversations require a certain level of subtlety. Lead the conversation towards a meeting being scheduled, but if it doesn’t feel right, save that for the next conversation. Patience is important.
4. Have Good Business Etiquette During B2B Appointment Setting Conversations
Building off the last tip, it is important to be polite and respectful during B2B appointment setting conversations. You’re likely cutting into the prospect’s busy workday, so be cognizant of how much time your conversations take. Make sure they have ample time to talk at the moment and if they don’t, schedule a better time for you to call them back.
It’s possible they just don’t want to talk to you, in which case, trying to force your pitch isn’t going to work anyway. No one likes to have their day hijacked by a salesperson, so be aware of that.
5. Continue to Perfect Your B2B Appointment Setting Pitch
Even the most proven pitches can become stale. Look at every B2B appointment setting conversation as an opportunity to improve your pitch. Recap afterward and identify what you did great and where you could improve.
Even the most experienced SDRs I know are constantly looking for ways to improve their pitches, which is what makes them so successful. Record conversations if you can and play them back, even better. Use those recordings to find ways to improve your pitch. If you need help perfecting your conversation techniques, visit our sister site, Execvision.
6. Establish Your Value and Differentiators
No matter how friendly you become with prospects, they’re still wondering what you can do for them. Make it clear to them that you are not only different than the competition, but also better. The best way to establish maximum value is to use your pre-call research and the information they give you during the call and apply it to what your company does.
By taking specifics about their business and showing them exactly how you can help them, you’re establishing clear value. Research the competition beforehand, see what they do, and talk about how you’re different from them. Establishing your value requires some homework, but it will be worth it when your prospects are scheduling appointments.
7. Maintain Positivity
You win some, you lose some. It’s the reality of B2B appointment setting. You’re not going to get every prospect to schedule a meeting, but as soon as you get a rejection, focus on the next call. All you can do is move forward and remain positive, especially when you’re on the phone! Prospects can pick up on your outlook and by portraying positivity, you’re more likely to pique their interest. Set goals for your performance and measure accordingly.
Should You Outsource B2B Appointment Setting?
At some point, you have to worry about actually driving the needle for the clients you have. Outsourcing appointment setting can save you a ton of time, while ultimately bringing you more leads. Effective B2B appointment setting takes a lot of preparation and legwork just to get people in the door without taking into consideration how often you’re closing on those meetings. Many businesses choose to outsource B2B appointment setting as it lets experts perfect that part of their sales cycle.
Contact Us For Help With Your B2B Appointment Setting
If you’re interested in learning more about how our B2B appointment setting process works, don’t hesitate to contact us today. We specialize in B2B appointment setting and have scheduled over 35,000 meetings that have resulted in over $80 million in new revenue for our clients. Our focus is appointment setting through real human conversations over the phone. So if you’re looking to take a more personable approach to your appointment setting through phone calls, we can help you.