The Fine Art of Business-to Business (B2B) Appointment Setting
Business-to-Business (B2B) telemarketing is still one of the best tools to use for qualified appointment setting if it is properly executed. There are several components that will be examined in this article, the end result should be a better comfort level and greater knowledge in the art of appointment setting.
Our primary focus in this article will be writing a value-added telemarketing script that is targeted towards setting qualified B2B appointments with decision makers. Whether you have decided to engage in this task yourself or outsource it to a reputable telemarketing firm, telemarketing is a great way to set qualified appointments for a minimal investment. Direct phone conversations can never be replaced by emails, direct mail or other forms of communication.
One of the first questions you should ask is: Who is my target audience? Are you looking for small business owners, C level contacts in the technology field or maybe human resource (HR) decision makers. If you are not sure, look at your list of current customers and see what industries you primarily sell to and what type of person (by title) is the usual contact. For purposes of this article, we will assume that you have a targeted list of prospects (a future article will cover this subject) and will focus on writing a script that is geared towards generating qualified B2B appointments.
The call scripts at TeleSource Center are named call flows and follow a conversation type format rather than a monologue script. This makes sense, since you are trying to have a conversation with a business owner or decision maker, highlighting the benefits of a meeting, rather than pushing for an appointment that will not be qualified.
The call flow for B2B appointment setting is presented below at a high level.
- Introduction and Gaining Permission to Speak with Contact
- Very Strong Opening Statement (Emphasizing Value or Credibility)
- Two Way Conversation to Qualify Prospect or Gain Interest
- Summary of Business Benefits in Scheduling the Meeting
- Answering Questions or Addressing Objections
- Scheduling Appointment and Confirming Details
- Getting Email Address and Sending Follow Up Email
All telemarketing scripts are different, but the typical outline can be similar, especially when you have developed one that asks permission to talk, conveys value and politely asks to take the next step of an appointment. For more information regarding a script for your specfic project, please contact us at 800.770.4350.