How to Get an Appointment With Anyone in 3 Simple Steps
Sales is a numbers game. The more conversations you have with potential customers, the more opportunities you create. But getting time on a busy decision maker‘s calendar is easier said than done.
Having spent the past decade helping sales teams book more qualified meetings, I‘ve found that a simple 3-step approach can dramatically increase your success rates. In fact, reps who utilize this process average 12 appointments per week, compared to just 4 for those who don‘t.
It‘s not rocket science, but it does take discipline and a healthy dose of tenacity. Here‘s how you can pack your calendar by winning the appointment setting game:
Step 1: Disarm Them With Empathy
When you reach a prospect, either by phone or email, the first thing you should do is disarm their natural defensiveness. You‘re likely interrupting their day, so acknowledge that reality and express appreciation for their time.
You might say something like:
"Hi Sarah, this is John from Acme Co. I know you‘re in the middle of a busy day and I greatly appreciate you taking a few moments to speak with me."
Or in an email:
"I realize you get a ton of messages from salespeople, so I‘m grateful for you reading this one."
By showing empathy and respect right off the bat, you break down their initial barriers and make them more receptive to your pitch. A study by Gong.io found that top sales reps are 49% more likely to use empathy statements in their opening than average performers.
Step 2: Spark Interest With a Specific Value Prop
Once you have their attention, it‘s time to give them a compelling reason to meet with you. The key is to focus on a specific business outcome your product or service can help them achieve.
Your goal statement should look something like:
"The purpose of my call is to ask for 20 minutes of your time to discuss how we‘ve helped companies like yours increase sales win rates by 32% on average."
"I‘m writing to request a quick 15 minute meeting to share 3 ways other retailers are reducing inventory costs by as much as $500K per quarter."
Hone in on a metric that matters to them and how you can move the needle. Gong‘s analysis of over 519,000 discovery calls found that top performing reps mention 3.4 business problems they can solve compared to just 2.3 for average reps.
Step 3: Make Saying "Yes" a No-Brainer
Finally, end your pitch with a question that makes it easy for them to say "yes" to a meeting. Instead of leaving things open-ended, suggest 2 specific time slots.
Try something like:
"Do you have 20 minutes to connect this Wednesday at 10am or Thursday at 2pm to discuss further?"
"Would you prefer to do a brief intro call Monday afternoon or Tuesday morning?"
Providing a couple viable options puts the prospect in a positive "choice mindset" and reduces friction in scheduling. A recent test by SalesLoft saw a 13% increase in meetings booked when reps suggested specific times versus leaving it open-ended.
If they don‘t bite right away, don‘t be afraid to ask again. A "1-2-3" approach often does the trick:
- Make your initial ask
- If you get an objection, respond accordingly and ask again
- If you still don‘t get a yes, suggest sending a calendar invite with more info and ask one last time
Being pleasantly persistent can pay off. Just don‘t badger them into submission – know when to give them space and follow up another time.
Go the Extra Mile to Stand Out
While the core "Disarm-Value Prop-Ask" flow is your bread and butter, there are other ways you can increase your odds of booking those critical first meetings:
Do Your Homework
The more relevant and timely your outreach is, the better your results will be. Prior to contacting a prospect, scour their LinkedIn profile, company website, and latest press releases.
Look for trigger events like:
- Recent round of funding
- New executive hire
- Expansion into a new market
- Mentions of key initiatives or pain points
Arm yourself with intel to customize your pitch and show them you‘ve done your research. SalesIntel saw a 288% higher chance of booking a meeting when reps referenced a specific event.
Leverage the Power of Referrals
Nothing beats a warm intro from a mutual connection. Before making a cold outreach, scan your network for anyone who can provide a referral or testimonial.
- Reach out to current customers to see if they know folks in your prospect‘s org
- Ask your colleagues if they have any connections that could help grease the wheels
- Check your alumni and professional associations for potential links
Referral selling can boost your appointment setting success rates by up to 4x. And even if you don‘t score a direct intro, mentioning a shared link can still lend you credibility.
Master the Art of the Sales Email
In an ideal world, you connect with every prospect over the phone. But these days, email is often your first and only shot at engaging a potential buyer. You need to learn to write compelling messages that drive action.
Some quick tips:
- Craft an intriguing, personalized subject line
- Lead with their priorities, not your product
- Pique curiosity by teasing insights
- Keep it concise – no more than 5 sentences
- Use formatting like bolding & bullets to draw the eye
- Always end with a clear call-to-action
It also doesn‘t hurt to get creative. One AE I worked with saw a 25% response rate by sending emails "from his dog" with a cute pic and clever tie-in to his company‘s offering.
Systematize Your Sequences
Booking a meeting often takes more than a single touchpoint. To stay top of mind (without being a pest), you need a systematic cadence of calls, emails, and social touches.
At a minimum, follow a 6-8 touch sequence over 2-3 weeks:
- 2-3 phone calls
- 3-4 emails
- 1-2 LinkedIn or Twitter engagements
Space out your attempts so you‘re not bombarding them daily. Test out different messaging themes and value props across your touches. And personalize each one as much as possible.
There are plenty of great sales engagement tools to help automate and optimize your sequences like SalesLoft, Outreach, and HubSpot. Just don‘t "set it and forget it" – make sure you‘re adjusting based on what you learn about the prospect along the way.
Automate the Scheduling Process
When a prospect does agree to meet, remove any friction in finding a mutually convenient time. Rather than resorting to a clunky back-and-forth over email, use a scheduling app with your calendar availability.
Simply send them your link and let them book a slot that works for their schedule too. Popular options include:
- Calendly
- Chili Piper
- Doodle
- HubSpot Meetings Tool
Not only does this make it dead simple for them to get on your calendar, but it also prevents any double-bookings or meeting conflicts on your end. That‘s a win-win.
Double Down on What Works
To continuously improve your appointment setting chops, you need to track your activities and analyze the outcomes. Some key metrics to measure include:
- Dials, conversations, and meetings booked per rep per day/week/month
- Email open, click-through, and response rates
- Calls and meeting held to opportunities created
- Revenue and pipeline generated from meetings
Use your sales CRM religiously to capture every prospect interaction and buying signal. Dig into the data to see what sequences, messaging, and channels produce the best results. Find out what your top meeting bookers do differently.
Tools like Gong and Chorus can give you AI-powered insights into how your best reps open calls, handle objections, and secure the meeting. Check your ego at the door and be ready to adapt your approach based on hard evidence.
Get Ready to Fill Your Calendar
Look, I get it. Hammering the phones and blasting out emails isn‘t always glamorous. But booking meetings with the right decision makers is the lifeblood of successful selling. You can‘t advance an opportunity if you can‘t first get your foot in the door.
The good news is that by following this simple 3-step methodology and implementing a few pro tips, you can keep your calendar packed with quality appointments. It won‘t happen overnight, but if you stay the course, the results will come.
Sure, you‘ll face plenty of rejection and radio silence along the way. You might have days when it feels like no one wants to give you the time of day. But the reps who push past the "nos" and keep asking for the meeting are the ones who ultimately crush their quotas.
So start putting this plan into action. Do your research. Perfect your pitch. Ask for that meeting (again and again if needed). Your future self – and your future commission checks – will thank you.
