Appointment setting best practice for b2b sales

Craig Mathewson

Posted on: January 13, 2023

Reading Time: 7 minutes

Category: B2B sales

Appointment setting best practice for B2B sales

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What is appointment setting in sales? Why is it important? And how does it help with B2B lead generation? Here’s our best practice guide for appointment setting.


One of the most important steps in closing a deal is landing that initial sales call. 

While there are many methods to secure this first contact, sales appointment setting is a key part of many B2B sales strategies. 

Dedicated B2B appointment setting can make sales reps more efficient by allowing them to focus on pitching and closing. It also makes the sales process more efficient, bridging the gap between top-of-funnel lead generation and converting prospects. 

This article will explore techniques for more effective appointment setting, how it helps B2B lead generation, and how effective appointment setting can help your sales teams bag more meetings.

What is appointment setting in sales?

Appointment setting is a sales strategy that focuses on securing appointments between sales reps and potential new customers. Sales Development Representatives (SDRs) often carry out this role, leaving top-performing sales reps free to focus more of their time on pitching and closing deals.

That sounds like a no-brainer, right? Make a call, book a pitch, go home happy. But there’s more to appointment setting than simply calling people up and booking sales pitches.

When setting appointments, SDRs should be qualifying and disqualifying prospects, with only the most engaged and relevant prospects being qualified for an appointment. It’s the last step in the lead generation process, after which it’s down to the salesperson to provide value and get that prospect to convert.

What’s the difference between appointment setting and lead generation?

Lead generation attracts potential customers and brings them into your marketing machine.

These people might have downloaded something on your site or signed up to your email list. Which is great, but just because they’ve shown interest doesn’t mean they’re close to buying. Sometimes, lead generation means playing the long game.

Appointment setting directly engages and qualifies prospects to move decision-makers through the buyer journey – with the goal of shifting them ever closer to conversion.

Often, appointment setting is the final stage within the lead generation process, taking contacts from your marketing efforts and helping to get them over the line. Although for some it’s a separate process – cold calling a list of purchased contacts.

The function can be undertaken by a Sales Development Representative (SDR) or an appointment setting service.

Not every business will treat appointment setting as a separate function within their sales process, while some will outsource it to B2B appointment setting services.

B2B lead generation methods

While you can generate leads without making a distinction for appointment setting, you can’t have sales appointment setting without lead generation.

Lead generation is the first stage at the top of the sales funnel. Here are some of the most common ways of generating B2B leads:  

Email prospecting

Unsurprisingly, email is our favourite method of contacting potential customers and beginning a sales conversation with them. We’ve sent 49 million emails on behalf of our clients, and written a whitepaper outlining the tactics and trends to make you successful at prospecting.

LinkedIn outreach

With more than 600 million users worldwide, LinkedIn is a great way to tap into your target market and reach potential clients. You can use Sales Navigator and write a great outreach template. Just don’t be that person who pops up with a pitch 30 seconds after connecting.

Webinars

Hosting a webinar can drive brand awareness and nurture warm prospects in your database. It also helps position you as an authority in your particular market space. Here are our top tips for generating more leads from your webinars.

Content 

Regularly publishing targeted content, that answers questions your target audience are searching, makes you more visible to the right people at the right moment.

Referral schemes

A referral from a satisfied customer has a better chance of converting a lead, and if it’s a simple process with a reward for them at the end of it, your customers are more likely to get involved.

Appointment setting best practices

1. Be prepared 

An SDR’s day can be hectic, and every call can be different. Be prepared, do your homework, and don’t assume you can roll out the same pitch every time. 

Nobody wants to be on a call with an SDR who has not bothered to do their own research beforehand. If you have done your homework, you can ask targeted questions, and will get more from the call. It also means you can pass that information on to the sales rep once you’ve secured that sales call.

2. Build rapport

SDRs should find pain points, ask the right questions, and listen properly, all while conveying the value of the product or service. Being approachable and friendly from the outset – rather than robotic and transactional – helps build trust with your prospects and tackle objections before they arise.

3. Tackle objections

Objections will arise during the process. Knowing how to handle them is a crucial skill for a good appointment setter. Come to a call equipped with evidence, data and social proof to prove your product or service is the right solution, and make sure a prospect never leaves with unanswered questions.

4. Ditch the pitch and solve problems

Your prospects have a problem. Your product/service should be the solution. 79% of buyers say they want a trusted advisor who adds value to their business – not a salesperson. So when setting an appointment, ask relevant questions to place yourself as a consultant or partner, not just a rep.

5. Keep them engaged

Don’t fall into the trap of thinking that just because a call’s in the diary, it’s definitely going ahead. 
No-shows and last-minute rescheduling are a part of the SDR life, but there are things you can do to avoid your sales meeting heading for the calendar graveyard. Automated reminders are always a winner, and if you include value-add content it’ll get your prospects nicely warmed up for the call.

B2B appointment setting companies

Hopefully, you’re now more accustomed to the concept of appointment setting, how it complements lead generation, and how it can impact your business. Lead generation and appointment setting working in tandem will give you a stronger sales strategy and help boost your conversion rates.

But before you pick up the phone, you may want to think about an alternative solution.

Sopro is a B2B sales engagement service, powered by cutting-edge technology. Our fully-managed B2B email prospecting service drives new sales enquiries from your ideal customers, and our sales engagement platform is packed with smart features to optimise your outreach and nurture your leads.

We build a totally unique B2B database for your business, focusing entirely on your ideal target audience. We write engaging, relevant, and on-brand outreach emails and send them on your behalf. 

When prospects reply to a sales email, they’re already qualified as a good fit, and they outline their interest in your company. Your sales team receives these responses straight to their inbox so they can completely focus on selling, while you track your campaign’s progress in real-time from our live portal.

It’s also packed with features to optimise and keep tabs on your lead nurturing activities, and you can even see when prospects are browsing your website. Your dedicated team will be on hand every step of the way to ensure you smash your targets. 

See how it works.

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We do the hard work, so you can do your best work.

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