How Automated B2B Appointment Setting Leads to More Sales
If you run a business that sells products or services to other businesses, you’ve definitely thought a lot about your ideal customer. What does your target demographic look like? Which companies are most likely to benefit from what you have to offer? What methods are you using to entice new customers?
- What Is B2B appointment Setting?
- Why Appointment Setting Is Important
- Generating High-Quality Leads and Setting Appointments
- Appointment Setting Process
- Best Time to Set Appointments
If your current sales process for getting new customers is starting to feel stale, you should consider B2B appointment setting. Creating new B2B leads is much more challenging without a competent B2B appointment setting solution.
This outbound B2B marketing lead generation process can include conducting in-depth research, creating ideal customer profiles and buyer personas, hand-picking leads, creating personalized content for a multichannel outreach, calling, emailing, tracking various KPIs, performing analysis, and finally starting all over again. But wait, we forgot one key component: setting the actual meeting.
Yes, the fundamental goal of all of this is to set up a B2B sales meeting. It used to be that a salesperson did all of this background work. But with the rise of sales specialization, your company can divide and conquer. Account or sales executives are in charge of selling and closing deals, while sales development representatives (SDRs) are there to gather customer intel and set appointments.
This article will go over the meaning of appointment setting, the benefits of using appointment setting, what the process looks like, and when the best time is to set a meeting.
- B2B appointment setting is a sales development that involves contacting, following up with, and nurturing qualified sales prospects.
- B2B appointment setting aims for a sales development representative to set up appointments so a salesperson can give a more detailed sales pitch and close a deal.
- Appointment setting is ideal for long sales cycles or high-priced products or services.
- Appointment setting is a multi-part process that empowers salespeople in meetings with key decision-makers.
What Is B2B Appointment Setting?
B2B appointment setting is a sales development that involves contacting, following up with, and nurturing qualified sales prospects. The purpose of B2B appointment setting is for an SDR to set up appointments so a salesperson can give a more detailed sales pitch and close a deal.
B2B appointment scheduling aims to delegate prospecting so that the closing salesperson (or account executive) spends their time focused on quality leads. This is especially useful when dealing with high ticket products or services, which require longer to nurture and close.
Many organizations outsource the appointment-setting function to minimize the cost and effort of performing this post internally.
The B2B appointment setting process involves contacting leads through several channels (phone, email, and social media) and qualifying and nurturing them to establish an appointment. Then, when a meeting is scheduled, the focus moves to sales professionals, whose duty is to turn that meeting into a closed transaction.
When It Comes to B2B Lead Generation, Why Is Appointment Setting so Important?
Some sales teams need to schedule more B2B appointments than others. Two indicators that your organization could profit from B2B appointment scheduling are as follows:
- You’re in the business of selling high-priced B2B goods and services.
- Your sales cycles are long.
Selling Expensive B2B Products
If you sell pricey products or services or require complicated agreements, sealing a sale will certainly need several touchpoints. You will also likely need to win over multiple stakeholders before the deal is finished. Appointment setup lets you find vital decision-makers and continuously follow up with prospects until they are ready for a sales conversation, minimizing the time account executives spend on discovery and nurturing.
Long Sales Cycles
A long sales cycle is an unavoidable side effect of a complex B2B transaction. Setting appointments shortens the sales cycle by allowing salespeople to focus their efforts on qualified prospects already contemplating your product or service.
If you build a B2B lead generation program, appointment setting should be a top priority. Appointment setup is assigning prospects to sales reps so that closing reps can focus on qualifying leads only. As we’ve noted, if you don’t have an appointment scheduling process in place, you won’t have much luck closing business.
Generating High-Quality Leads and Setting Appointments
Prospecting, establishing appointments, and closing the deal are the three primary elements of a B2B lead-generating program. While each component is essential, few prospects would move to the purchase stage without an appointment.
Prospecting: The data analysts and operational professionals on your team oversee prospecting. They create prospecting lists for salespeople utilizing high-quality prospecting tools that include information like phone numbers, email addresses, job titles, companies, and more. Sales reps then use this list to construct your sales pipeline.
Appointment Setting: To expand your business, your SDRs promote your company to prospects, nurture those prospects, and pass them on to account executives. Appointment setters continue to work your sales funnel and arrange more appointments once a lead is turned over to a salesperson to build your business.
Closing the Deal: When a lead expresses an interest in setting up an appointment, the lead is passed to a salesperson responsible for closing the deal. Appointment setters are in charge of ensuring that these salespeople only get qualified sales leads. When a lead reaches this stage, they should be eager to buy and are very likely to become a new customer for your business.
Each phase in the process is important, but SDRs are the people who cleanse, nurture, and qualify leads. When you perfect B2B appointment setting, you can close more deals and grow your business. Check out these common mistakes to avoid when appointment setting.
Appointment Setting Process
The appointment setting process involves many essential stages to aid SDRs in targeting the correct prospects:
- Define your objective. Choosing who you want to target is the first step in the appointment-making process. You can start by creating a summary of your prior customers’ essential qualities and pain points that determine your future clients. SDRs will use this information during outreach as a lead map for your researchers.
- Find the target. Researchers begin their hunt for qualified B2B appointments by looking for leads. A good researcher knows how to seek leads and contact information, and the better the data they submit, the more likely an SDR will schedule an appointment with them.
- Research the target. Before contacting a potential client, SDRs must conduct their own research on prospects’ needs. All messaging for outbound campaigns should ideally be created by professional copywriters (including phone scripts, social media messages, and email content), allowing creativity and personalization. Any information that may be used to tailor the phone calls and make them feel more human and handcrafted should be collected by SDRs.
- Reach the target. When an SDR dials a potential customer for the first time, the active phase of appointment scheduling begins. It can be done using various methods (phone, email, and social media), with email or phone outreach being the most common.
Best Time to Set Appointments
In principle, SDR work is finished once the appointment is set, but there’s more you can do to lessen the chances of your prospect not showing up. There is no one-size-fits-all time of the week that will work for all of your prospects, but there are a few that you should avoid. Research shows that Monday morning is the worst time you can choose to book a sales appointment. However, meetings scheduled for early in the day are also not ideal, and end-of-day meetings are more likely to have reduced participation and active engagement than afternoon meetings.
You may be thinking that there are no good times! Tuesday at 2:30 is the absolute best time, so keep that in mind even if you can’t make that exact day and time work. The sweet spot is not too early and not too late during the day and week. Your goal should be mid-afternoon and mid-week meetings for ideal participation.
The Benefits of B2B Appointment Setting Summarized
Companies can utilize B2B appointment setting services in various ways to speed up their sales pipeline:
- Ensures that leads are adequately identified, pursued, and followed up on.
- SDRs assist in the upkeep of a clean and updated target account database.
- Reduces sales cycles, especially for large contracts including complex purchasing processes.
- Account executives can concentrate on customers who are more inclined to buy.
Whilst sales specializations such as lead generation, lead qualification, lead research, targeting, and appointment setting take a significant amount of effort, they are enhanced and simplified with the correct tools.
FiveCRM makes B2B appointment setting and outbound sales processes easier, faster, and streamlined by combining clear communication and performance insights with automation and workflows. We go far beyond traditional CRM software by offering a completely custimized solution which has seen customers double their call rate and manage data, callbacks and agents with ease. Book a demo today to learn more about our customizable sales solutions for your telemarketing and lead generation teams.