Appointment setting is one of the crucial stages in your business process. It is where your prospect customer can get their first impression of the business or services you offer. It plays a huge part in sales and marketing because if you can’t get an appointment, you can’t make a sale.
The appointment setter must first contact potential clients to introduce the company and discuss its products or services. This is more of a ‘marketing’ task that’s why it’s important that an appointment setter has an educational background in business marketing and is also well-versed about the company, especially on its products and/or services.
You only have one objective – to make a lead schedule an appointment for your sales team. Sounds easy, right? But not all can make this as effective as it can be. In fact, there are some who struggle in booking meeting or appointments. If that’s the case, it is probably high time for you to modify your old practices and strategies.
Here are some of our best practice tips for better appointment setting:
1. PREPARE AND RESEARCH
Research and preparation are essential as starting points for improving your appointment setting call. Before starting an appointment setting, make sure to have a call guide.
As mentioned, an appointment setter must be knowledgeable about the company’s products and services. You have to be prepared with talking points and creating a script might also help. But, don’t make it sound like you’re reading a script, make it as natural as possible!
You also have to keep in mind that understanding the market you are calling is important. Research your marketplace, align your prospecting efforts with the solutions your company provides and develop a precise profile of the audience you need to go after.
2. ESTABLISH COMMUNICATION
Once you properly did your research and you’re well prepared to make an appointment setting call, establishing a good communication with the prospect should follow. In order to communicate effectively, you have to be a good listener first and let them know that you are listening even to their most least concerns. While listening, it’s important to ensure that you respond quickly to their concerns.
Pro Tip: Don’t be too formal during the call. Be casual as you can be, talk to the prospect customer like you’re talking to a friend. However, keep in mind that you’re also talking to professionals and business owners. Authenticity should be what the salesperson wants to convey, and a natural tone usually means using less formal ways of speaking.
3. DON’T SELL
The goal is to set an appointment, not to sell them something.
Some appointment setters lose their focus that arranging an appointment is the end game. It is important that you inform the prospect customer about your company and the services you offer. Make sure to filter some information you’re providing and remember that you are not selling! You shouldn’t provide everything to them during the appointment setting call. Instead, appointment setting calls are designed to intrigue a prospect enough to get a face-to-face meeting.
You may sound desperate if you sell and this will not only drastically reduce your chances of bagging the client, but it will also leave a negative impression in the minds of the client and consequently spoil your brand image.
4. OVERCOME OBJECTIONS
Objections are very common in an appointment setting. To handle this, you must be prepared for what is coming at you, listen attentively to your potential buyer, and demonstrate that you truly understand their concerns. You need to prepare responses to common rebuttals from your leads to regain the upper-hand.
Customize your objection list to market . Each market has its own objections, and if you aren’t prepared for those, you’re going to lose deals to someone that is. Sort your objections into groups by market, and add objections you get from only certain areas.
Pro Tip: Don’t let objections or rude leads devastate your spirit because if you do, there’s a great chance it will come across in your tone when you are calling the next lead. That will definitely affect your call handling!
5. NEVER STOP LEARNING
There are lots of strategies for an effective appointment setting. Your current tactics and strategies may have been successful so far but this doesn’t mean that you have to stop learning. Everything is constantly changing and evolving especially in the business world. Some strategies might work today but not in the future. There is no correct way to do this. The point is to have a keen eye for detail. If you make a mistake, take note and don’t repeat it. If you find something that works, keep doing it and while you are at it, find better and easier ways of doing it.
These are just some of our ways that totally made a difference. Again, there is no correct way to do this.
Remember: Ensure to confirm an appointment a few times before the schedule, send follow up emails or call the prospect customer. If the prospect can’t make it to the appointment, you can give yourself the chance to reschedule and use your time more productively.