Appointment setting is a crucial element of most B2B marketing campaigns. Great leads result in connecting with interested decision makers in other organizations. Generating those leads can be a challenge. Determining how to segment your target audience, how to present your value proposition in a way that draws interest, and of course, who can afford it aren't always simple tasks in today's highly competitive, fast-paced environment. Even once you've put together a database of prospects and honed your pitch, there's still the challenge of actually closing the deal.
B2B appointment setting isn't easy, and the difficulties it poses are obstacles for many organizations. There's a detrimental but persistent belief that any appointment can be profitable given the right salesperson with the right approach. This has never been the case, and in today's data-driven decision-making market, being able to target the right potential customers to start with, and setting your salespeople up for success in doing so, is extremely important. Companies that do so have a serious competitive edge over those that don't. Here's why.
Benefit 1: Increased Efficiency
Think about why you've hired your salespeople. What skills do they bring to your team? What is their actual purpose? Great salespersons are absolute experts at presenting value propositions in a near irresistible way, when presented with a potential customer.
Many salespersons also have a knack for identifying great potential to buy, but doing so requires them to sort the wheat from the chaff, so to speak. Why should you be paying your sales team to squander their talents on what amounts in many cases to routine administrative work for which they probably aren't even particularly well suited?
The best use of your sales team is right there in the name: selling. A B2B appointment setting service allows your salespeople to do exactly what they do best, by presenting them with great leads that allow them to make the most of their skills in the most efficient manner possible.
There's another major benefit to improving your sales team's efficiency in this manner: a major morale boost. Even the most experienced salespeople can have a difficult time remaining motivated when the odds are against them, and that's what often happens when the rigors of appointment setting fall to the sales team.
On the other hand, success breeds success. When your appointment setting service is feeding your sales team great prospects that allow them to succeed, your team will be more energized, motivated, and productive.
Benefit 2: Streamlined Teams
Once you've noted the greater efficiency of your sales team, you'll probably also realize that your organization's departments can probably benefit from further streamlining. When your best sales persons are receiving great leads and performing at peak efficiency, you may find it possible to downsize your sales team itself.
Team members with other important skills can pursue those talents in ways that benefit your organization even more. Less talent, time, and human resources wasted on appointment setting translates into more talent, time, and human resources that you can apply to strengthen your company in other ways.
Streamlining offers your company significant benefits right now, but it's going to be even more vital in the future. Digital disruptions are reshaping how we do business, and one of the most important ways in which they're doing so is by providing us with more data and better, faster, more accurate analytical tools.
Setting appointments is a task that benefits greatly from using those tools to the utmost potential. Services designed specifically for appointment generation are ideal because their entire purpose is dependent upon utilizing these tools and remaining up to date. Take advantage of their motivation to stay on the technological cutting edge of appointment setting, while allowing your company to concentrate on its core competencies.
Benefit 3: Improved Appointment Quality
Reputable services know that their position in the market depends upon generating great leads, and they're extremely motivated to do so. They also have the best tools for accomplishing this at their disposal. While inside sales teams may feel pressure to try to set any appointment to improve the appearance of productivity, dedicated appointment services try to avoid passing on weak prospects.
After all, they may be able to translate a weak prospect for you into a strong prospect for an entirely different type of company. It's in their best interest to build strong relationships, not only with you, but also with the target businesses. Most set appointments according to strong criteria that result in higher quality prospects for your organization, specifically.
Services that set appointments frequently use the BANT (Budget, Authority, Need, and Time) system or other similar ranking methods. BANT requires an appointment to meet four conditions before the service passes on a lead. First, the target should have the available budget to purchase your product or service. Second, the appointment must lead to contact with an authority at the organization, meaning a decision-maker. Third, the target has an identifiable need for your service/product. Finally, the company has chosen a timeframe during which it expects to make a decision on a solution.
If every one of your appointments fit these criteria, can you imagine how successful your sales team would be? Set them free to put their talents and skills to work, and allow the real experts to handle the appointment setting aspect.
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