1. Best Practice from the Experts in Sales and Marketing
B2B AppointmentSetting
An expertopinionon effective AppointmentsettingforB2B professionals.
You’ve gota greatproposition,greatservice,solutionandfantasticwaytosolve yourprospects
problemsandyetthey’re notliningthe streetsor crammingthe car park to getinfront of you and
the phone isn’tringingitself!
Let’sdiscountthe mythstraightaway thatif youbuildit,theywill come –it justdoesn’thappen
doesit?In fact regardlessof howgoodyou,yourteam or yourbusinessmaybe if yourprospects
don’tknowyouhow will theyeverbuyfromyou?
Whetheryou’re anestablishedbusinessorbrandnew start up getting yourteaminfront of new
prospectsisstepone on the sellingladder. It’sadauntingtaskbut everybusinessneedstomeet
withpotential newclientsinordertosell/educate/introduce theircompany/product andstartthe
sellingprocess, whatalotof businessesdon’trealizeis justhow muchof an art itis to getin frontof
these potential newclients–afterall they’re justabusyas youare.
Whywouldn’t theysee me? I can help them?
After25 yearsinappointmentsetting,specificallyforthe B2B sectorwe’ve learned all the “how”and
“hownot” to’s of settingqualityappointmentsand - it’smore complex thanjustpickingupthe
phone andsayingare youavailable ata time thatsuitsme inthislocation. There’sthe Gate Keeper
to contendwith,notto mentionensuringyouhave the rightcontactin the firstplace!Do yousend
an email firstorwaituntil you’ve pickedupthe phone?Doyousendlotsof information?Notso
much?What do you dowhentheysay,no I’mnot interestedbecause itdoesn’tquite fitwiththem?
It can be a minefieldof challengestoovercome whentryingtoappointthe rightpersonforthe right
time withthe rightexpectations. Objectionhandling,diarymanagement,pipeline nurture,making
enoughcalls,conversionrates,correctmeetingdetails.There are somanypotential minefieldsto
cross, itis mostdefinitelyaskill,anart.
Start withthe basics, like mostof the sellingprocessAppointmentsettingasaskill alsoneedssome
core foundationstobe successful including:
 Quantity/Qualitybalance
 Pitchand Tone
 Knowyourmessage
 Knowyourprospect
 Data Quality
 Pipeline Management
 Experience
Quality/ Quantity Balance
Making enough phone calls –lessonone foreveryappointmentsettingcampaign,if youdon’tpick
up the phone nothingwill happen!Evenfollowingupinboundleadsrequiresyouandyourteamto
pickup the phone.

2. Best Practice from the Experts in Sales and Marketing
It’sneverbeenmore importanthowevertogetthe quantitybalance rightthough,there isnopoint
inmakingthousandsof callsif the message isntworkingorthe prospects have no requirementfor
your solution –ensuringthatyourownprospectdata iswell researched,well targetedandrelevant
to youwill increase yourconversionratesandhelpcreate qualityB2BAppointments.
Pitch & Tone
it soundssosimple but eachand everyphone call needstobe the best,muchlike ashopfront or
windowdisplaywill turnaconsumeronor off,a downbeat,monotone call can make the difference
betweensecuringabusinessmeetingornot
Know your Message
After25 yearsinTelemarketingwe know more thanmosthow importantitis to ensure thatyour
message isclear,concise andrelevanttoyourprospect.Be clearon exactlyhow youcan helpthem
and theirbusiness,have examplesreadyand defineyourcall toactionbefore youpickup the phone.
If your solutioncanhelpthemachieve operationalsavingsbe readytodemonstrate real worldcase
studiestopeaktheirinterest–remembersettingB2Bappointmentsisnotaboutmakingsaleson
the phone butpersuadingthe prospecttostart a businessconversationwithyou. Know your
Prospect
In additiontopreparationonyourownmessage doyour researchonyour prospectswell –doyou
knowtheirchallenges,whattheyneedtoachieve,what’sreallygoingonintheirsector?Preparing
and tailoringyourmessage basedonprospectknowledge canmake the difference betweena
meetingbookedand“nothanks”.
Data Quality
IncorrectData – wrong personcontacted?Whatdo youdo now? Don’tthrow the contact away,
researchand discusswithyourcontact,can theyhelpyoufindthe rightcontact? For reallyeffective
appointmentmakinginvestingindatabuildingorpurchase can paydividends.
Pipeline Management
Alsoknowas “shortterm” blindness!Yes,we reallymeanblindness!Aswe all know inthe B2B world
veryfewdecisionsare made quickly,especiallywheninvestments,purchasingorbusinesschanges
are involved.Be preparedtobe patientatthe outsetof your appointmentsettingandrealisticabout
your expectations –if yourprospectsinvestona 3 yearcycle you’ll needtobuildandmaintaina
pipelinetobe successful.
Experience
Soundssimple,butappointmentsetting ismuchmore complex thanbookingadate andtime and
finding,andkeepingthe staff (internal orexternal) withthe rightexperience canbe a real challenge.
The right candidate will have the core pitch,tone andtenacityskillsandbe able tocombine them
withan ear forbuyingsignals,objectionhandlingtechniquesandclosingskill

3. Best Practice from the Experts in Sales and Marketing
Appointmentsettinginthe B2Bworldprovidesaclear,trackable andaccountable returnon
investmentcomparedtootherformsof marketingactivity.Inadditiontoqualified,directlytargeted
salesopportunitiesAppointmentsettingcampaignsbuildeffective foundationsforlongtermsales
success,gettingthemrightcan be trickyso gettinghelpfromexpertslike GCLDirect,with25 years’
experience inB2Bappointmentsettingcouldhelpyourbusinesssucceed.