Effective Appointment Setting Techniques

For most salespeople, cold-calling and appointment setting can be two of the least

appealing tasks in their sales careers, but in demand generation, they are also two of the most important ones. Once a salesperson develops appointment setting techniques, the task of arranging a meeting with a prospect can become less burdensome. Many salespeople fail to realize that sounding too rehearsed on the phone in their first calls can greatly affect the prospects' perception of them when they first meet.

There is very little opportunity for light talk when setting appointments. Salespeople need to structure a script that goes directly into the call's detail. In case the conversation steers into a different direction, they should be able to transition back to their call's point. It is important to speak with a certain degree of authority to whomever responds to the phone call. Sales representatives or telemarketers should state the name of the person they would like to contact, and request for an extension number if and when the call gets disconnected. When speaking with decision-makers, refrain from asking close-ended questions rather, provide them with options. A good example is when trying to describe a service or product's benefits. Ask the prospect if they are more inclined to increase productivity or save on costs. Avoid asking them if they would like to save on costs, that is a close-ended question. When reaching the point of setting the appointment, a salesperson should provide options for dates and times of his/her availability, and use the prospect's answer to agree on a schedule when they are available. If the prospect is given no chance to decline, then they are unlikely to decline.

In a cold-call, the opening statement can be crucial in determining whether the appointment will be set or not. The conversation should begin with a brief introduction of the caller and the company being represented, and ease into the pitch by providing information that may be valuable to the prospect. For example, a compelling statement about how the product/service has significantly reduced other clients' operational costs may interest the prospect. This kind of statement can also be presented in the end part of the pitch to help in securing the appointment. Telemarketers can tell prospects that they want to demonstrate how the service/product can save them money by discussing the product with them at a face-to-face meeting.

A telemarketer or salesperson's job in an appointment setting call is to make the prospect want to hear what he/she has to say. This is done by beginning the call with an air of professionalism and a moderately cheery attitude. Too much and too little cheerfulness may turn the prospect away immediately, but the right amount of energy in your voice and a relaxed tone can give a call the right feel to it. A couple of other things to remember is to always smile and be confident. Smiling even if the prospect cannot see it enhances the sound of a caller's voice and confidence emanates over the telephone.

Cold-calling and appointment setting can drain a telemarketer's energy especially if done without the right attitude. Whether an appointment is set or not, it doesn't hurt to maintain a positive demeanor throughout the calling day.

by: Anne Geller

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