SELL THE MEETING Set Discovery Calls & Sales Appointments To Close New Accounts

1. Master the fundamentals of appointment setting to drive sales success

"The buyers are out there. There are people right now who understand they have problems to solve, that certain things could be better, and they have an itch."

Appointment setting is crucial for B2B sales success. It's about connecting with decision-makers who have a need you can fulfill and are likely to buy within 3-15 months. The process involves:

• Identifying and targeting the right prospects
• Crafting compelling scripts and messages
• Implementing an efficient call process
• Overcoming objections and resistance

Success depends on consistency and mastering the fundamentals. It's not about convincing people, but rather finding those who already recognize a need and providing them with enough reason to meet. The goal is to schedule substantive first conversations with qualified decision-makers, not to sell your product or service during the initial contact.

2. Target the right prospects and prioritize high-value opportunities

"You Want To JackHammer Into A Solid Vein Of Gold, Not Thrash Around In The Manure Pile Looking For A Few Nuggets."

Proper targeting is critical for appointment setting success. It's essential to focus on high-probability, high-value prospects that closely match your ideal customer profile. This involves:

• Creating a detailed profile of your best customers
• Using industry codes (SIC/NAICS), revenue ranges, and employee counts
• Prioritizing prospects into A, B, C, D, and E categories

Allocate your time wisely by focusing on A and B prospects first. It's better to call 100 highly targeted prospects than 1000 poorly matched ones. Be ruthless in disqualifying low-value or unresponsive prospects early to maximize your time with high-potential targets.

Key metrics to track:

• Number of "A" prospects in your pipeline
• Percentage of time spent on high-value prospects
• Conversion rates for different prospect categories

3. Develop a powerful "pile of words" to craft impactful scripts

"Every single word you say counts. Every-single-word."

Create a comprehensive resource of powerful words, phrases, and statements to use in your scripts and communications. This "pile of words" should include:

• Clear descriptions of what you do
• Credibility statements and proof points
• Powerful benefit statements
• Value propositions for the first meeting

Organize your "pile of words" into component parts that can be easily mixed and matched to create compelling scripts. Focus on being clear, concise, and impactful in your communication. Eliminate unnecessary words and focus on delivering value in the first few seconds of interaction.

Key components of effective scripts:

• Strong opening (3-5 seconds)
• Credibility statement
• 3 key benefits
• Clear next steps or call-to-action

4. Implement the "3 cycles of 3" call process for maximum efficiency

"Anything done once is the equivalent of doing nothing at all."

Follow a structured call process to maximize your chances of connecting with decision-makers. The "3 cycles of 3" process involves:

1. Making 3 call attempts within a short period (1-2 days)
2. Leaving a voicemail and sending an email on the 3rd attempt
3. Repeating this cycle 3 times, spaced 3 business days apart

This process ensures that you're making enough attempts to reach your prospect while also providing multiple touch points through different channels. It's important to be consistent and persistent in your outreach without becoming a nuisance.

Key elements of the process:

• Minimum of 9 call attempts per prospect
• 3 voicemails and 3 emails
• Consistent messaging across all touch points
• Clear next steps after each cycle

5. Overcome objections strategically to book more meetings

"The #1 reason people don't agree to meet with you? You don't give them enough reason to meet with you."

Prepare for common objections and develop strategic responses that keep the conversation focused on booking a meeting. Common objections include "we're all set," "send me some information," and "call me back later."

When facing objections:

1. Acknowledge the objection
2. Restate your credibility and value proposition
3. Provide additional reasons to meet
4. Ask for the meeting again

Avoid getting pulled into lengthy discussions or sending information without a clear next step. Always maintain control of the conversation and steer it back to your objective of booking a meeting.

Key strategies for handling objections:

• Prepare scripted responses for common objections
• Focus on the value of the first meeting, not your product/service
• Use the "magic question" to identify future buyers
• Be willing to let go of prospects who aren't qualified or interested

6. Manage your day effectively to maximize productivity

"Efficiency And Effectiveness"

Structure your day to balance different aspects of the appointment setting process:

1. Launches: Initiating outreach to new prospects
2. Follow-ups: Continuing the process with existing prospects
3. Extra effort: Spending more time on high-value opportunities

Prioritize your activities based on their potential impact:

• Focus on having more conversations with decision-makers
• Improve your conversion rate from conversations to meetings
• Continuously refine your messaging and process

Track key metrics such as the number of launches, conversations, and meetings set. Regularly analyze your performance to identify areas for improvement and adjust your approach accordingly.

Time management tips:

• Set daily and weekly goals for launches and follow-ups
• Use a CRM to manage your pipeline efficiently
• Block out specific times for different activities
• Regularly review and optimize your process

7. Hire and compensate appointment setters for optimal performance

"Turnover is the death of appointment setting programs. Finding a good appointment setter is not easy and when you find a good one treat them well."

Hiring the right people is crucial for a successful appointment setting program. Look for candidates with:

• Strong communication skills
• Positive attitude and resilience
• Ability to follow a proven system
• Goal-driven mindset

Develop a compensation plan that incentivizes the right behaviors and results. This should include:

• Competitive base salary
• Performance-based incentives for meetings set
• Quick payout of incentives to reinforce positive behaviors

Provide ongoing training and support to help your appointment setters improve their skills and performance. Regularly monitor and coach your team to ensure they're following best practices and achieving desired results.

Key elements of an effective appointment setting team:

• Clear performance expectations and metrics
• Regular training and skill development
• Supportive management and coaching
• Opportunities for career growth and advancement

Last updated: August 6, 2024