Setting an Appointment is the First Step in Closing a B2B Deal: Here’s How It’s Done

If you want to close a sale, the first thing you need to do is get an appointment. An appointment will be your opportunity to explain the value of your products or services, and hopefully get a deal. In some ways, getting the appointment can be harder than closing the deal. Often, you will be reaching out to people who you don’t know and who may have never heard of your company before. So why should they give you the time of day? Well, now you have your goal cut out for you. You need to explain to them why they should give you the time of day. Here’s how to do it.

Design meeting

Photo by charlesdeluvio / Unsplash

Getting Their Attention

The first step of appointment setting will be simply getting the client’s attention. This can be done via emails, phone calls, social media and other touchpoints. Think of the best way to engage with the client and go from there to find the optimal channels for connecting. 

When sending an email, be sure to personalize it so it expresses how valuable your product can be to their company. Address their pain points and explain how you can provide a solution. 

You will also want to segment so that businesses with similar needs will be getting the same emails…only they should be personalized to include the name of the recipient. 

Segmenting will allow you to use tools to send in bulk and make the process more efficient. 

When sending emails, be sure to explain exactly what the client needs to do to make an appointment whether it be making a call, responding to the email or filling out an online form. 

Another option is to pick up the phone and call your prospects. It seems old fashioned, but it’s a great way to make a personal connection. You will also avoid any privacy issues that may come up in online communications. 

If you choose to go the phone call route, it’s advisable to use a CRM tool to determine what cold calling tactics are effective and which are falling short so you can make improvements in the future.

Once the Appointment is Set

Once the appointment is set, your work is far from over. You should follow up by telling your clients exactly what to expect as far as how the appointment will be conducted (via phone, video conference in person, etc.), a schedule of what will be discussed and how long it will take. You may also want to provide them with supplemental materials they can review before the meeting takes place.

It’s advisable to send out a reminder 24 hours in advance and about 4 hours before the meeting takes place. This will give them a chance to reschedule if need be.

The Appointment

Once appointment time comes, it’s all on you. Be as organized as possible and be sure to address any pain points and what your company or service can do to make their lives easier.

Follow Up

After the appointment, it’s a good idea to email potential clients with a recap of the meeting. This will provide them with one centralized document where they can review the information and make a decision.

Closing a sale is difficult and landing an appointment can be even more challenging. The tips in your article will make the appointment setting process easier so you get that much closer to converting. Good luck increasing sales to boost your bottom line.