Are you curious about how cold emailing could become your next big lead generation channel? Imagine closing a $1.5-million deal just from some well-planned email efforts, just like Driveline did. In fact, 35% of B2B Sales Development Representatives say email is their top method for getting responses.

 

If you want those results too, you’re in the right place. We’ll teach you everything you need to know about B2B appointment setting, from when to start to the six-step process that’ll guide you through each stage.

 

Plus, you’ll get to know the costs involved and more useful tips. So, let’s dive in and set you on the path to success!

What is B2B Appointment Setting?

B2B appointment setting is a process where you reach out to potential clients to arrange meetings or presentations about your product or service.

 

This isn’t just about making phone calls or sending emails. It also involves research, qualifying leads, personalizing your approach, and building relationships. The aim is to connect with potential clients personally and boost the chances of making a sale.

 

Key Steps in B2B Appointment Setting:

 

• Research potential clients
• Qualify leads
• Personalize your communication
• Build relationships
• Schedule meetings or presentations

 

You focus on making connections to turn prospects into clients through well-planned meetings.

When Should You Use Appointment Setting in Your B2B Sales Strategy?

But wait. Is B2B appointment setting even worth it? Here are the signs you need to install it in your business.

Increasing Your Sales Leads

You don’t want your sales team just waiting for leads to come in. You want them to be proactive, reaching out to potential clients and forming relationships. Appointment setting helps in this by scheduling meetings with potential clients, opening the door to more leads.

For instance, GoHealth UC secured 376 meetings from cold email outreach and closed deals worth over $400,000 within three months. Additionally, Pavilion found that B2B SDR teams generate about 50% of their leads from active outreach.

Enhancing Personalization and Boosting ROI

B2B sales often involve complex products or services that require an understanding of the customer’s needs. Appointment setting allows sales reps to build rapport, answer questions, and address concerns in real time, increasing the chances of a sale. For example, the average ROI at Moremeetings.co across 25 industries is a $10 return per $1 invested.

Connecting with Engaged Clients

Before contacting potential customers, appointment setters analyze buying signals such as company news, tech stack, job changes, and current struggles. Connecting with clients who already show interest increases the likelihood of closing a deal.

 

You can also use appointment setting to reconnect with lost deals or prospects who never responded initially. Mix appointment setting with marketing efforts like content marketing, custom ads campaigns, and social selling to build your brand credibility and drive more sales.

Which B2B Companies Should and Shouldn’t Use Outbound Appointment Setting?

Factors for Adopting Outbound Appointment Setting:

 

• High-Value Products: If your products are pricey, usually costing $500-$800 or more per meeting, you should think about the return on investment (ROI). If your high-tier products don’t cost at least $489, this method might not be worth it.
• Extended Sales Cycles: Companies with sales periods lasting from 3 to 6 months or longer tend to see better results. This process works well when you need time to build relationships with potential clients.
• Multiple Decision-Makers: If your target audience is large companies where many people are involved in making decisions, outbound appointment setting is a good fit. These companies often need a more personalized approach.

 

When to Avoid Outbound Appointment Setting:

 

• Lower Price Tags: If your products are under $500, other strategies might be better. Consider using marketing automation, hosting targeted webinars, or focusing on inbound lead generation instead.

The 6-step appointment-setting process

Step 1: Research and qualification

Focus on understanding your target audience and segmenting your contacts. Create your Ideal Customer Profile (ICP) and identify signals that show which prospects are the best. Tools like LinkedIn Sales Navigator, ZoomInfo, and Apollo can help find and validate these prospects. Once you have a solid list, move on to the next step.

Step 2: Crafting and personalizing an outreach message

Tailor your message to match the prospects’ needs and interests. Keep emails personalized and clear, focusing on the value you offer. Using the prospect’s name, and relevant details can improve responses. Write several emails, including follow-ups, to keep the conversation going.

 

Tips for personalization:

 

• Use the prospect’s name.
• Keep subject lines to 3-5 words with numbers.
• Tailor the message to the prospect’s pain points.
• Highlight the value you bring.
• Share social proof.
• Use personalized videos and landing pages.
• Keep email short, under 10 sentences.

 

Sample email:

Hey {{FirstName}},

 

I’m looking for the best person at {{Company}} to talk to about your energy data needs – would that be you or {{Referral_Name}}?

 

{{Sender’s_Company}} offers real-time and historical energy data through a user-friendly app and dashboard. See your solar production and consumption of electric, gas, and water, and discover the self-sufficiency rate.

 

Let me describe the possibilities {{Company}} gets by using {{Sender’s_Company}}.

 

{{A_list_of_Values}}

 

I’d be glad to discuss more during a quick talk. Are you available next Thursday at 11 AM?

 

Best,

{{Sender}}

 

Step 3: Outreach and follow-ups

Begin sending your emails and follow up if you do not get a response. Don’t send too many follow-ups — 3-4 is ideal. Use different formats, including personalized videos, and share relevant case studies or resources.

 

Follow-up example:

 

Hi James,

 

Is there any chance to hear from you? I know it’s my third email, and I don’t want to sell our services upfront. But I’d love to hear how you handle XYZ. Will appreciate your response.

 

We’ve conducted research about X. Here’s the link if you want to read more.

 

Best,

John

 

Tips for diverse outreach:

 

• Invite prospects to webinars.
• Use multiple channels: Email, LinkedIn, Twitter, and cold calls.
• Reach out monthly with valuable insights without pitching.

Step 4: Scheduling and confirmation

When a prospect agrees to meet, book the appointment using tools like Calendly or Chili Piper, which handle time zone differences and suggest suitable slots. Send a confirmation email with all details like agenda and meeting link.

 

Tips to reduce no-shows:

 

• Set up auto-reminders for a few days before and a day before the meeting.

Step 5: Connect and follow up

After the meeting, send a follow-up email. Summarize key points from the conversation, address any concerns, and reinforce how you can help. Keep prospects engaged and in the loop.

 

Tips for lost deals:

 

• Ask for referrals. Your contact may know others who can benefit from your services.

Step 6: Reporting and analysis

Review your performance and analyze results. Track key metrics like the number of appointments, outcomes, and conversion rates. Send out reports to management and use data to refine your approach.

 

Metrics to track:

 

• Number of leads researched
• Number of prospects reached
• Sales cycle length
• Number of emails sent, with positive/negative responses
• Number of engaged prospects
• Appointments scheduled per month/week
• Percentage of no-shows

 

Analyze A/B-test campaigns to find the most effective strategies and responsive prospects.

What Does an Appointment Setter Do?

An appointment setter is a key part of any sales team. Their main tasks include generating leads and booking meetings. They also confirm and reschedule appointments to keep the schedule running smoothly. Unlike sales development representatives (SDRs), appointment setters focus on the initial outreach.

 

Appointment setters handle various duties such as:

 

• Prospecting for new clients
• Writing personalized emails
• Launching outreach campaigns
• Sending quality marketing materials to nurture leads
• Requesting connections on LinkedIn
• Transitioning prospects to SDRs
• Overseeing the appointment-booking process

 

These responsibilities ensure that potential clients move smoothly through the sales funnel.

Should You Outsource Appointment Setting?

Outsourcing appointment setting can benefit your company in various ways. It lets you tap into a larger pool of prospects and expertise, which can be very useful. With a third-party service, you can save time and money, improve your response rates, and boost pipeline velocity. This approach also offers flexibility, allowing you to handle changes in demand more easily.

 

Benefits of Outsourcing:

 

• Access to Expertise: Gaining skills and experience from professionals in the field.
• Cost-Effective: Reducing expenses by avoiding the cost of training an in-house team.
• Improved Efficiency: Enhancing productivity by focusing on core business tasks.
• Adaptability: Responding better to fluctuating business needs.
• Sales Focus: Letting your sales team concentrate on closing deals and other key duties.

 

Yet, there are some challenges to consider. Aligning goals with your outsourcing partner can be tricky. Communication issues might arise, leading to potential misunderstandings. There’s a chance that the quality of customer interactions may drop. Moreover, outsourcing could impact your company culture and brand identity.

 

Challenges of Outsourcing:

 

• Misaligned Goals: Difficulty ensuring the outsourcing partner’s goals match yours.
• Communication Issues: Potential problems in coordination and information sharing.
• Quality Concerns: Risk of losing the personal touch in customer interactions.
• Cultural Impact: Possible weakening of your company’s culture and brand.

 

Evaluate these pros and cons to make an informed choice about outsourcing appointment setting. It’s essential to find a balance that meets your company’s needs and expectations.

Appointment-setting services cost

The cost of appointment-setting services varies based on several factors. These include the number of leads you target each month, how difficult your niche is, the number of sequences you need to try out, and the brand reputation of the service provider.

Pricing Models

• Pay per appointment — Rare but useful for limited budgets.
• Monthly retainer — Commonly used. Expect at least $5,000 monthly.

Final Words

Appointment setting is key for growing your network and finding new business opportunities. While it helps generate leads and build relationships, it can take up a lot of time if you’re new to it.

 

To make things easier and more effective, think about outsourcing this task. By doing so, you can leave the work to experts and focus on closing deals.