Scripting for Lead Generation and Appointment Setting
What is Appointment Setting and Lead Generation?
Setting up a B2B appointment is a sales process that involves reaching out to potential buyers through various channels (phones, email and social media), qualifying and nurturing them, with the ultimate goal being to set up an appointment. Setting appointments can help you grow your business and expand your sales funnel. Appointment setters are usually sales development reps. Sales executives are responsible for turning the meeting into a closed deal once the appointment has been set. Sales Teams will suffer if they don’t have scheduled appointments for them to attend.
Prospecting and lead generation can be difficult for any company, but it is especially challenging for managed service providers, and IT companies. Although many companies have difficulties with lead generation, it is an essential part of their growth. IT lead generation companies offer the opportunity to outsource this work to experts. This allows them to concentrate on closing deals and demos. Even with all the software available it can still be stressful to work as an appointment-setting agent.
Lead generation campaigns may only require a few details from prospects and would not often ask for detailed questions about budget or need. This type of information is used to send whitepapers, conduct surveys, and profile contacts to spark interest.
Tips for you Appointment Setting Script
These are some powerful things to include for setting appointments:
1. Concentrate on the right goal.
Two goals are essential for any salesperson. The ultimate goal of a salesperson is to close a sale and find a new client. You want to convince the prospect to go to the next step in your sales process. Write in your goals within the script and use questions to edge towards them.
Although it may seem obvious, the first thing you should do is introduce yourself to the lead when they pick up the phone. Notice how concise the introduction is. Calls typically last between a minute and a half at most. If you want to make a lasting impression, be concise. Don’t waste time talking before your prospect speaks.
2. Do not sound like a salesperson.
Prospects will receive a lot of calls and be irritated by the salespeople. This will cause a certain level of security for the prospect. Make sure your script is fresh and you don’t read off the script as the customer will be able to tell.
Once you have established who you really are, you can now summarise your calling and what you want.
3. Confirm that the Prospect will be available to take the call.
This is one of the most controversial appointment setting tips. Many people will disagree. However, we recommend that you confirm that the prospect is available and ask if they are in the middle or not. If you try to sell and they are in the middle of something it will reflect badly on your brand and image.
You must ensure that the contact you are speaking to is the right person. If you use an account-based approach to prospecting, your company will likely have some gaps in its contact list.
3. Make an elevator pitch.
Share an elevator pitch once you have confirmed that the prospect is available. This is quick version. One to two sentences should suffice. These should explain how you can help the prospect.
4. Ask good probing sales questions.
The best salesperson is one who asks the most questions. One of our top tips for setting appointments is to prepare some great questions to ask prospects during the call. You can use suggestive, reflecting and leading questions for more control. Write these into your scripts.
5. Be prepared for common objections in sales.
When you make cold calls to B2B companies, there will be objections. Instead of trying to answer objections on live calls, think about what objections you can anticipate and how you can prepare responses to them within your script.
6. Build enough interest to make the appointment.
We mentioned that your immediate goal is to establish the appointment, not to sell the product. You don’t have to increase the prospect’s interest in order for them to purchase. It is important to create just enough curiosity and interest to get the prospect to continue the conversation.
Once the contact has become familiar with your company, and vice versa you can set expectations for the next steps. Close the meeting with the contact.
How to be an Effective Appointment Setter
- Learn etiquette on quick message taking
- Get into the habit of practicing your script
- Use the information you’ve been given to practice objection handling
- Use tact
- Get in touch with future contacts by setting yourself up for referrals (ask)
Final Words on Script Writing
So that reps can keep their heads in the right place, you’ll need to create a script. The script should not be read aloud. Instead, it is meant to provide a structure for the conversation and allow reps to adjust things based on the prospect’s responses. Learn more about appointment setting and the skills required to be a top-notch sales rep.