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.
If you are a business owner who is highly reliant on Digital Marketing for customer acquisition - your Facebook Ad Account is one of the most important Digital Assets you may possibly have. One of the biggest problems that you could ever encounter, then, is a disabled Ad Account! Uh-oh!
If this has ever happened to you, or it’s currently happening now, better read on! Below you’ll learn about the usual causes - and most importantly, the next steps you’ll have to take to hopefully get Facebook retract the Ad Account Deactivation!
WHY WOULD FACEBOOK DO THIS TO ME???
There are many reasons for facebook to disable your Ad Account.
Among the reasons are:
Failure to Comply to Facebook Advertising Policies
I RECEIVED AN EMAIL SAYING THEIR DECISION IS FINAL!! WHAT DO I DO??
If you’re the type who can accept defeat right off the bat - you can proceed by letting go of the disabled ad account and create a new Business Manager and Ad Account.
Upon creating your new accounts, make sure you connect a secure payment method, and start off advertising small with a Brand Awareness or Post Engagement Campaign.
If you’re the type who aggressively wants to restore their account for the important investment you have allocated in it - You can seek help through Facebook Chat Support for an internal review and reevaluation of your appeal/s.
HOW CAN I MAKE SURE THIS DOES NOT HAPPEN AGAIN?
1. Test ads before making duplicates! Wait for ad approval for one ad before proceeding to create more!
2. Study and take to heart the Facebook Advertising Policies! Make sure all advertisers of your ad account are well informed about this.
3. Create a back up ad account. This will ensure that you can still run your ads while you are appealing for reactivation.
5. Only have payment information on the account you’re actively using. Make sure your payment method is valid and useable!
6. Use the Business Manager and stop using your personal ad account.
Getting your Facebook Ad Account Disabled is a tough time... but surely whatever Facebook's decision will be - you can get through it!
This blog is written by: Hazel (CPC Ninja Ads Manager/ Team Leader / Facebook Strategist)
What is ctr
Click-Through-Rate (CTR) is the determination of how much of a percentage people click through your ad. In most cases, Link Click-Through-Rate (LCTR) is the determination of how much of a percentage people click through the ad to a link whether it's a funnel, or landing page.
This is one of the most important attributes because it's Facebook number one source to determine how relevant your ad is to the audience, and how much you will be spending to get a click (and also lead).
improving your ctr will lower your cost
When it comes to statistics it's definitely a numbers game. A science.
If you get 100 impressions. And 1 click out of 100 impressions you will receive a 1% CTR.
In most markets a 1% CTR is an average good CTR.
Notice how the CTR for the top one is .47% but the one below that is .24%.
The lower the CTR the more expensive the click will be in most cases due to relevance of the ad to the market.
Facebook wants you to show more ads that are relevant or what the market seems most interested in. This will give you the cheaper costs. The cheaper leads. The more leads you will get within your budget.
How to improve your ctr
Below are a list of things to focus on to improve your CTR.
Remember, improving your CTR will decrease your cost, and thus give you more ROAS.
Fix your image....
By improving your image, you will get more attention. So for example if your ad is shown to 100 people. But only 20 people notice it and out of 20 people who notice it. 10 people read the copy on it. And out of the 10 people who read the copy 1 person clicks.
This gives you a 1% CTR. (1/100)
Let's say you change the image to something more attractive. And 40 people notice it. Out of 40 people who notice it, 20 people read the copy. Out of 20 people who read the copy 2 people click. That's a 2% CTR.
So if your CTR was 1% but now it's 2%. Your cost was $5 per click, you could have reduced your cost by 200-450%. Thus your cost will be $2 or so.
Getting a $2 click within a $50/day ad spend will give you 25 clicks to the funnel.
You were getting $5 clicks which gave you 10 clicks.
And you know the numbers continue. Let's say out of 10 clicks your get 5 sign ups.
That means you spent $50 to get 5 leads which cost you $10 per lead.
When in fact by changing the image you are now getting 11 leads (25 clicks gets you 12 leads)
That's $2 per lead.
You just spend the same budget to acquire more leads by changing only the image.
Fix Your Copy
The copy on your ad, will also determine your CTR. If you have copy that suck, you will likely not get a lot of interested people wanting to learn more.
If you have copy that is on point, you will get a lot of people clicking the ad wanting to know more about what you have to offer.
If you have 100 people that read your ad, and only 25 people click through it because they want to learn more.
By changing the copy, let's say you have a stronger Call To Action. So out of 100 people that read it, 50 people click through.
You just doubled your CTR by improving your copy on the ad.
Tips and tricks
In order to understand why you are not getting leads we need to take a look at the data and give us the determination of measurement on the reason why your campaign has either lost traction or didn't pull any weight to begin with.
Potential reasons why you are not getting enough leads
1. Your audience is currently fatigued. They have seen your offer too many times and now are not reacting to it anymore.
2. The campaign lost traction. It was working for a while and started to not work anymore. Could be because of audience fatigue but costs have creeped up, and it is more expensive to acquire a lead thus you are getting less leads within your budget. (if your CPA is $5 per lead and your budget is $1,000 then you will get 200 leads but if your cost went up to $12 per lead and your budget is still $1,000 then you will get 83 leads). ($1,000/$12)
3. If you didn't happen to get any leads from the campaign, it could be a variety of reasons. Your offer sucks, people are not responding to the offer, your ad creative is not attracting people's attention. They overlook your ads. You could be targeting the wrong people. The offer is great, and the ad is amazing, so you are getting clicks out of curiosity but no one is taking action because they are the wrong market to begin with.
Understanding this will help you be able to make better decisions on how to improve your marketing campaigns.
You don't have to just always pull the plug on an offer, it could be a great offer, just look at the data and this will help you make a better decision on what you should change to improve your performance.
In the image above I can see that this particular ad did not get any leads yet. It shows about $11.43 dollar spend and had a reach of 971 people with 1,275 impressions.
It shows that it received 7 clicks. So based on my history if this campaign normally gets at least 3 sign ups from 7 clicks there is a potential that this ad may not perform well so I may need to pause it and redirect my budget to a better ad and ad set.
Being able to read data and very important in helping you understand what decisions you should make to a campaign.
IS THE AD RECEIVING ANY CLICKS?
Click Through Rate, is the most determining factor we use to make decisions on whether or not an ad will over-perform or underperform.
You can see very clearly that it plays a HUGE role in cost and also acquisition quantity.
The Cost Per Link-Click above generated him a $0.28 cent click because of his 3% CTR. Therefore you see how important CTR is in determining costs. The more clicks to the page, the more leads. The more leads within the set budget the more cheaper the leads will be.
Focusing on optimizing the Click-Through-Rates helps increase the overall performance of the campaign to start generating more leads, more clicks, at cheaper costs.
getting leads but not many of them
Your campaign is getting leads but you are not getting that many.
1. Are you optimizing for conversions?
It's very important to have your campaigns set up to optimize to get you conversions. By doing this, it will help Facebook understand what it should do for you to get you more leads and if you are getting traction or at least some leads it will be able to show your ads that are most relevant to users who will likely click and sign up.
In the image above we are setting up a campaign to optimize to get more conversions. If we don't do this the only thing we would be able to measure is clicks or landing page views and that is not going to tell me how many leads we are getting and how much we are spending per lead.
I need accurate data to guide me on which ads are getting leads, which ones are not, and how much we are spending so that I can make decisions to increase the performance of the overall campaign.
2. Determine What is your Cost Per Acquisition?
In our case we are determining an acquisition to be a lead. How much are we spending to get leads? This will indicate how many we are acquiring within our budget.
You can see in the image above we are getting leads that cost around $2.83 per lead. We have already acquired 73 leads so far.
So we have spent $206 dollars. So if we continue at this rate, we should be able to get 2830 leads at $2.83 cost per lead.
So now I can make a prediction that if I set a budget of let's say $5,000 I should be able to get anywhere from 11,000 - 14,000 leads.
The only problem is my leads will not be $2.83 forever. They will eventually start to get more expensive and there should be a Lead Cost Range. Somewhere between having a $5 lead as a safe zone, and make a determination that we are not willing to spend more than $10 to acquire a lead. If we spend more than that we will pause the campaigns and re-optimize.
So now I have a set goal, I have a set budget, and I also have set my targets. By doing it like this I will not chase lead costs, I will be able to scale based on my targeted CPA and then if I go below the $5 per lead safe zone I will know it's time to start preparing some other ads, and ad sets.
Just like the image above. I suggest writing down your goals. Setting a budget, and predicted CPA that will help you reach your budget. That way you clearly understand what it will take for you to reach your targets.
In the example above. We want to get 350 leads. And this client has a budget of $6k to help him reach those goals we need to set a target CPA of $17.14 or less to reach 350 leads goal within his budget.
So now that you know how much your leads are costing (hopefully), you have two choices.
1. Increase your ad spend to reach your goals.
2. Optimize your campaigns to get cheaper leads within your set budget.
If you want to reach your goals quickly then increasing your budget and optimizing your campaigns at the same time will help.
But if you are on a restricted budget, you will need to do your best to optimize your campaigns, change your images, copy, and text and make it more presentable to your market to get them to click through and sign up.
getting clicks but no sign ups?
In the example above you can see that this campaign received 31 clicks but no sign ups. Even though this is still not enough data to make a final decision on the performance of the campaign because we have seen many times ads not get any leads for days and then all of a sudden start to pick up and get $1 leads.
This however may indicate that we need to make specific change to the campaign.
1. The Landing Page
If you are getting tons of clicks but no one is signing up on your website or landing page. It could likely be a page problem. Are you promising red apples but when they get to the landing page they see carrots?
Another thing you could be doing is targeting the wrong people. Sometimes you could have a solid ad and funnel in place but when they go to the page they don't sign up. They were just curious. They may have thought of something different and wanted to check you out, but when they went to the landing page you didn't give them enough value on the landing page or ad to persuade them to take action.
Measuring your "Landing Page" conversion rate is another part of this process I will go further into on another blog post.
2. You're optimize for Clicks Objective Is Giving You the "Happy Clickers"
I always didn't like this market. The people who click every ad with never having any intention to sign up. We call them the happy clickers and when you do not optimize for leads, and you create campaigns with the sole objective to get clicks or landing page views. That is mostly what you will get.
Because Facebook has an algorithm that says, "we will do whatever you say. If you want more leads, we will try to get you more leads. If you want more clicks, we will try to get you more clicks, and only clicks."
So what it will do is show your ads to the most likely person who will click. That's right... Click...
It didn't say anything about sign up. Just click. And it will show your ads to clickers. Not really the people you want this to be shown to.
Remember to optimize to get leads. And also remember to not tell them to click unless you have given them a "clear" statement of what happens next!
1. How much is your current Cost Per Lead?
If you don't know this answer, you need to find out!
2. What is your targeted # of Leads you want per month?
Write down your targets.
3. How much are you going to have to spend to reach your targeted goal, and what will your Cost Per Lead need to be?
Write this down... Write this down... Write this down.
If you are looking to get more leads at higher quality then this blog is for you! I am going to cover the hard truth about how to get more leads from your offer, and of course how to convert those leads into higher quality clients!
first you need to understand this
There is too much noise in the Facebook feeds nowadays. So many advertisers are marketing trying their best to get your attention and preach you the same exact message everyone else is.
To be honest your future clients are seeing the same thing. We are so easily creating ads that have certain offers luring people into the funnels and asking them for some form of... Financial commitment.
Yea, me too!
But what you are going to have to understand whether you agree to this or not is not everyone is ready... That is #1, and #2 not everyone trust that you can help them!
Most of my clients that I talk to, tell me that their clients have tried to seek help already before only to find out that success isn't given.
brand awareness comes first!!!
In order to win the hearts of your customers, truthfully you are going to have to treat this like a relationship.
You do not want to start off too fast because in the end things just don't work out now do they?
In the beginning you need to give value. You need to scratch an itch that your customers have in order to fully get their attention and begin to earn their trust that you can help them.
This is the only way to truthfully be able to win their heart, and have them open their wallets to you ready to purchase your services.
It's not going to be easy. Trust me. But if you do it right, and if you set up a system (i.e. CRM, email/bot nurturing, provide value in your ads, videos, blog posts, the whole nine yards of everything) you will grow a brand and importantly establish yourself as a dominating business in the industry. Guaranteed! Guaranteed! You will see success but you have to give value first in order to earn the hearts of people!
Provide content to your audience on Facebook. You don't even have to let them leave the platform. Create a video giving value, giving useful information, on how to help them in the pain or problem that they are having. From there you can build an audience of trust and remember that is just the beginning!
Don't expect to create 1 or 2 posts and give value then immediately run them into an offer. It doesn't work that way. Now I'll admit you may have some (very few the least) who will sign up but chances are you didn't give enough value. Think of it as a date. The first and second date you are not going to ask them to marry you now are you? (well at least most of us won't) But... You need to give them more value.
Now in order to create interest you need to do the following.
1. Ask them a question and find out what it is that they want.
2. Now go get that answer or solution and provide that to them.
You may have 5 different types of clients that need 5 different type of solutions because they have 5 different types of problems. Go get all of them and bring them back to them.
Drive people to your blog posts, or create more videos that address these problems and give them the solutions to them so that you can continue to build good will and trust.
Establish yourself as the dominating authority in your industry. Establish yourself as the dominating authority in your industry.
Don't tell me, show me...
In order to create desire for your services they need to be solution aware FIRST. They need to understand that it is you that can provide a solution to their problem and you have done so for so many other clients before.
This requires Case Studies, Testimonials, social proof reviews, videos, blog posts, everything you can get your hands on to get feedback from your clients to prove to other people that you have helped them.
Now some of your clients won't be willing to give you testimonial videos just for the sake of it, so you need to give them a reason to do so. Such as, a FREE bottle of wine, or something that can give them the motivation to praise you.
Even if you do a great job, and help their life, they are still not obligated to provide a testimonial video. Now, let's face it. I bought an Iphone X, and I like the phone. However, I am not obligated to take time out of my day to provide a case study about the phone now am I?
Same goes for your clients!
Create an IRRESISTIBLE offer
Now it's time to run a live Facebook ads campaign. This campaign will be specific to obtaining a goal. What is your goal out of this campaign to be?
I want to get 400 Leads and my target Cost Per Lead should be roughly $10. I want to get 325 applications out of this campaign and have at least 230 booked appointments.
This is the numbers factor that will allow you to set the pace on what you should spend and how much it will take to get things to work.
Some marketing agencies tell you what you should spend or include their budget into the fee. I don't get that. How is it possible to even know how many leads you want and what your expectations are out of the campaign.
What if you want 10,000 leads? That amount of numbers probably won't cover the spend and the fee of course.
Create an offer that your market wants. If you do not know what to create, go back to your survey funnel and understand what it is that you market needs.
Create an offer that solves a very specific problem and you will get the right people into your funnel plain and simple.
Now that you have an market that understands your brand, trusts you, and follows you. It won't be hard to scale your business as long as you continue to provide value all the way up until the phone call and beyond!