The need for B2B appointment setting has varied through ages depending on how often a face-to-face appointment with the prospect buyer fades in the sales cycle. Today, the issue crops up when personal presence of the seller in no longer necessary for a client to make an intelligent buying decision. Although it is still far from obsolete, the digital age suggests a new method of appointment setting that is more beneficial and convenient both for the B2B marketers and their prospects.
In B2B commerce, the significance of appointment setting should never be underestimated as a part of marketing campaign. It is an outbound marketing technique of introducing products or services to costumers instead of letting them discover it by themselves. Some of its associated practices such as telemarketing and B2B prospecting are still employed. But at its heart, it is a marketing process that contacts prospects directly and delivers brief but relevant information about the products or services.
Before concluding the process, several basic methods applied to catch and maintain the interest of the prospect clients. It should be noted that setting an appointment should not be done on the first call. The goal of the first call is to get information which means finding out if the prospects qualify as a target of a sales venture. By gathering the information of the prospects, you generate more data which can help you determine the probability of a sale.
The next step requires examining their level of interest which could be determined by their responses. Hesitance could be addressed properly by subtle insistence but if they vehemently show disinterest on your offer do not push father and end the call in professional way. Refrain from calling again (at least for a lengthy period of time). On the other hand, once you’ve garnered the interest of the qualified prospects don’t forget the following:
- Professionals can see sales pitch coming their way. Plus, they’re busy more often than not. Avoid long introductions. Show them due respect by stating your name and getting to your point right away. It also helps to have a referral in handy (like knowing someone in the prospect company or a party they consult).
- Don’t just pitch. Be helpful. How could they be the most likely customers if you couldn’t sell them anything that wasn’t a solution?
- Neither ignore or downplay objections. That is not your goal. It’s setting a sales appointment where you can explain how your company products and services can handle those objections in ways that differ from the competition.