Appointment setting has emerged as a unique business development process and requires people with special skills and resources. The appointment setter will utilize their CRM and cold calling skills to qualify leads and set appointments for the sales team. The entire process uses the latest telecommunication systems to converse with potential buyers. A well-written script helps appointment setters to make an impact on prospective customers.
1. Leaves a Lasting Impression on Your Prospects
American Actor, William Rogers, said, “You never get a second chance to make a first impression!” This quote also applies to cold calling. You have around eight seconds to grab your prospects’ attention and keep it when you cold call. A good script is crucial to success. Developing a customized script based on your clients’ requirements provides direction and flow to your conversation. It eliminates the inconsistencies of an off the cuff dialog and ensures the discussion stays on course, and raises the chances of convincing your prospects.
2. Ready Reference of All the Essential Points
When cold-calling, you have less than three minutes with the prospect to convey the significant aspects of your proposal. Without a script, there is a high probability that you will miss some of them. Having a well-prepared script handy helps you put across all the key points.
3. Engaging Conversation
You have to engage your prospect to keep them interested. When you ask thought-provoking questions, the information you get is a vital resource for a positive outcome. When they ask questions, you should reply immediately. Any delays will convey that you are unknowledgeable about the products or services you are talking about. Objections and refusals are part of cold calls. How you handle them reflects your professionalism.
A finely tuned script has the right probing queries for you to ask, responses for most FAQs, and tips for managing rejections. It also ensures that the discussion stays on the right track.
4. Qualifying the Leads Becomes Easier
Qualifying prospective customers over the phone can be challenging. However, a script provides a checklist to determine if your contact is the best person to speak with. The scripts are designed to analyze the prospect when you are close to the end of the conversation. You can make a quick decision on whether to set an appointment or not.
An excellent cold calling script fulfills all the above criteria. However, creating one is not an easy task. Managed appointment setting firms employ experienced and talented people to do this job. Since cold calling, qualifying leads, and setting appointments for sales representatives is the core of their business, they specialize in these skills.
B2B organizations should consider outsourcing appointment setting. It eliminates the investment in hiring and training appointment setters, technology, and infrastructure required for appointment setting. It has more savings than having an in-house team.