4 Tips That Will Make B2B Appointment Setting Simple as ABC

Most of the sales managers completely depend on B2B appointment setting in order to close a deal. In any business, it is impossible for a sale to take place without one-on-one interaction with a prospect. The maximum amount of the time is spent to in setting up an appointment with a potential client by talking on a phone call or by managing appointment setting activities on the computer.


If you are one of those sales managers facing a challenge to set up appointments, then to become a professional appointment setter focus on the below-mentioned ways instead of making unproductive calls.


4 Indispensable tips for appointment setting


Make use of multiple mediums


A lot of times B2B appointment setting is considered as just cold calling. Actually, this is totally a false perception. Appointment setting includes usage of numerous mediums such as websites, letters, voicemails, and emails, attached notes in packages, messages via social media and personalized notes. Some of the prospects are little interested in sales messages and many of them ignore. This is why; it becomes crucial for lead generation team to contact the prospects as many times as possible to reply to your messages.


Contact the prospects during “off hours”


Business pioneers necessarily do not punch in sharp at nine and leave the office sharp at five. If you are trying to get in touch with a top executive, try to call early morning before 8 am or else late in the evening after 6 pm, or during the lunchtime. This is because the high-level executives get their integral follow up done before the day ends. However, give your prospects the opportunity to take action that day—and they a lot of times do.


Make the most of referrals


Referrals are bullion. When someone gives you referrals, the trust your prospect has for the referrer shifts to you. This offers you a tremendous advantage as buyers will be more convenient to speak with you. The best place to ask for referrals is your own network instead of asking your prospecting calls. When calling an organization for the first time, it depends on you to steer through the gatekeeper and find the buyers and decision makers in the organization. And this can be done best by asking for an internal referral. The CEO or the executive assistant to the president can give a wealth of information and will often show you the right way. However, all this can only happen if you ask for.


Confirming appointment before meeting


The process of setting appointments for generating new leads needs too much of hard work and determination. Thus, while leaving a message with the client you must slow down and also reiterate the important information twice – it always helps. In the same way, grabbing all details about the client including their email and time and date of appointment is essential. This will avoid going to the client’s office and finding that the client is out or has completely forgotten about the appointment.


The final say


It can be hard-hitting to get past gatekeepers and persuade the decision makers to provide an audience. Another way is to hire a professional B2B appointment setting and scheduling service provider for a reliable supply of quality leads.

Strategic Sales & Marketing Partners with Clutch

In the nearly 30 years we’ve been in operation, our client portfolio and experience has grown into an array of impressive projects and relationships. For that reason, we feel it’s important to highlight these milestones and showcase why we’re a leader in the B2B marketing and sales outsourcing space. We have partnered with Clutch in order to gain transparency and give buyers an up-close and personal view of our operations, how we interact with our clients, and what separates us from the competition.


Clutch is a B2B ratings and reviews platform that covers over 7,000 companies across 500+ industry verticals, ranging from web developers to answering services. Their ultimate goal is to harbor meaningful business relationships between the buyers and sellers on their site. Clutch accomplishes their analysis by conducting client interviews, where they speak to a company’s references on the challenges, solutions, and results of their time working together. Coupling this, Clutch utilizes a scoring methodology grounded in over a dozen unique quantitative and qualitative factors such as clientele, market presence, and industry recognition. They are thereby able to identify the firms with the ability to deliver from those that do not.


Clutch has evaluated us on our prowess in voice and back office services, including B2B lead generation, appointment setting, and customer verification through these client interviews. Here are some of the things our clients have had to say about us:


“What struck me was the integrity they had as a company. They wanted to learn about our organization’s culture. I was able to talk with them frequently about any areas that we needed to improve upon…neither I nor the clients felt like they were a vendor. I saw them as part of our marketing team,” explained the Senior Director of Health Care Marketing for a human services consultancy. They continued by elaborating on the measurable results of our work together:


“About 65% of our work came from the leads Strategic was able to bring in during that four years. The results spoke for themselves and it was as successful as it could’ve been.”


Another client, the Owner of a restaurant, referenced our impact on their business and the kind of success they’ve witnessed:


“We’ve actually improved a ton in the few years we’ve been with SSM. New customers come through weekly. Our team never expected to have such high sales this quickly.” They then mentioned what they consider our strengths:


“Personalized feedback and the positive influence they provide for our company.”


To learn more about our clients’ experiences and why we’re B2B lead generation experts, keep up-to-date with our Clutch profile here.

How to Improve Inbound Lead Qualification in 2018

The world of marketing can be compared to the world of sports, where teams must take a general approach to winning the game that includes knowledge, practice and sound execution of fundamentals, as well as constantly creating new strategies to beat your competitors and win over the crowd. The goal of optimizing your company’s approach to qualifying inbound leads falls easily into this sports metaphor. To improve inbound lead qualification in 2018, you will have to rely on some tried and true tactics and processes, while taking advantage of new tech-driven tools to increase lead quality.


Let’s take a look at some of the ways your organization can rally in 2018 and blow the doors off your sales goals in the coming year…

Change Starts From Within..


Is your organization set up to qualify inbound leads, or quickly determine where to pass the lead while it’s hot – or not? Every company needs that one person who is concentrated on inbound lead qualification. We know, everyone is busy and wearing a lot of hats. But it’s always a good time to step back and make sure everyone is working efficiently in their roles. You need to have someone on your team who’s assigned to be the gatekeeper for new inbound sales leads. When you have someone dedicated as the point person for inbound lead qualification, this gives you a consistent way of analyzing the initial information from inbound sales inquiries, whether an email address, questionnaire, or data from one of your CRM or SEO tools. This person can also help streamline communication between all teams involved.


Don’t Overlook Email
Email still remains one of the most effective marketing tools that businesses have. Much of your lead generation activity should be focused on capturing email addresses – whether it’s inviting website visitors to sign up for a free downloadable white paper or eBook, or asking social media followers to sign up for your email newsletter, or creating an email questionnaire for new prospects to fill out when they visit your site for the first time.


But once you’ve got those email addresses, don’t drop the ball. Prospects who opt in to receiving emails from you are more likely to respond via email – so make sure that those precious inbound email inquiries don’t fall through the cracks. Have a consistent system in place to sort and reply to emails. Make it easy for customers to reply to your email newsletter. Make sure a real person is reading and responding to email inquiries within 24 hours – even if it’s a short preliminary message to set up a future phone call.


Especially in the current climate on social media, where platforms like Facebook are making it harder for companies to reach their audiences without paying for ads, any relationships you have with customers via email are more valuable than ever. So don’t let your email communication fall through the cracks.


Embrace Big Data and AI Tools

Phrases like “AI” and “Big Data” can sound unfamiliar to small business owners who might not consider themselves tech-savvy – or it might sound like something that only big companies can afford. But artificial intelligence is already integrated in so many ways in our marketing tools and platforms, such as Salesforce and others. In fact, you probably already use AI tools but aren’t even aware of it. AI and Big Data will continue to integrate and improve business performance, customer engagement, productivity, profits, and efficiency. Don’t be afraid to try new things and experiment with the latest tools and technologies to manage your customer relationships and handle your inbound lead qualification – AI cannot replace that essential human element, but it can help you save time and make your job easier.


Find the Right Consultants to Help With Your Inbound Lead Qualification
As experts in B2B lead generation, we provide consulting to companies of all shapes and sizes, with a wide variety of needs. Sometimes, a company simply doesn’t have the internal resources to develop their own process for optimizing their approach to inbound lead qualification. Don’t be afraid to recognize areas where you could use outside help to boost your business. Sometimes it’s a small fix – companies often need just a bit of extra help to optimize their current inbound lead qualification processes. With the right package of training, consulting or process improvement, Strategic Sales and Marketing can help take inbound lead qualification off of your worry list.


These are just some of the ways your company will need to stay on top of its inbound lead qualification game this year. Do you have additional insight or questions you want to ask us? Feel free to contact us with your questions about improving your lead gen process in 2018.

Top 5 Habits of Rock Star Appointment Setters

Lots of sales people don’t like to think of themselves as being “appointment setters.” It’s more common for sales people to aspire to be great “Deal Closers” who swoop in to seal the deal, win the business, and earn big commissions. But sales people have to serve in multiple roles throughout the sales process, and the fact is, the work that they do as “appointment setters” is just as important to closing the deal in the end – after all, if you don’t build relationships and establish trust early on, it’s harder to convert those big wins in the end. But too many sales people discount the value of this appointment setter mindset. It’s easy to start off in a mindset that focuses on quality or quantity when it comes to leads. There are many sales professionals who spend more time focusing outside their sphere of control, so to speak, instead of looking inward and continually improving their professional habits and mindset. The truth is, optimizing your approach to sales requires introspection, discipline, and persistence – and this is especially important when doing upfront lead generation work as appointment setters. You have to constantly be honest with yourself, be willing to look at your flaws, and take action to improve your shortcomings. Otherwise, you will get stuck in a rut, and find yourself blaming outside forces for things you have control over.


Whether your sales team is new to the world of sales or are all seasoned professionals, it never hurts to review some best practices and consider how you can improve your team’s effectiveness as appointment setters. Over the course of my career I have been humbled by my own shortcomings. I have also been fortunate to find mentors who saved me from making costly mistakes, and modeled the kind of integrity and passion for building relationships that is so essential for achieving real success in this field. Here are the top five habits of the world’s best appointment setters that I have witnessed throughout my career. It would be easy to write a list of 25 or even 50 items long. But if you apply these five tips to your workflow, you’ll notice a big difference in your response rate, and more positive habits will sprout as a result.


  • Make calls every single day. Even people who are natural at sales have days where they want to hide at their desk. Finding motivation can be difficult in any career, especially during difficult times. Regardless, making calls is essential. And sometimes, it just takes that one call to turn your day around. The real “rock star” appointment setters make time to call fresh leads every day. Don’t spend time making negative assumptions or creating reasons not to call. Instead, focus on how you can help solve the pain points the lead is currently enduring. A few positive conversations a day can go a long way towards keeping you inspired and motivated.
  • Learn the art of soft interrogation. One mistake over-eager appointment setters make is over-selling themselves instead of learning as much as they can about their lead. Instead of asking questions and listening, they tend to talk too much and wait to speak instead of actively listen. But by asking open-ended questions you can get inside the head of your prospect, while making them feel more comfortable working with you. I call this a soft interrogation because you aren’t coming from a negative place, but you are trying to learn as much as you can so you can figure out how to proceed with the relationship. Be as curious about your prospect as you are excited to tell them how you can be of service.
  • Building trust is essential. You have to understand that people are naturally defensive when it comes to being sold to. When they first talk with you they will be on guard for the “catch” in the deal, or signs that you aren’t offering them anything of real value. Building trust takes a mix of tact, knowledge, and patience. This means you should be conscious not to be pushy or impatient, which can make your prospect feel like just another call on your list. And during this time, make sure you can tell them exactly know your product or service can benefit them. This often takes time, and multiple conversations. But if you truly offer something of value, and work at building trust with your prospects, your sales will increase – and so will your repeat customers.
  • Build relationships. Ask any marketing professional who knows today’s B2B and B2C landscape. No matter who your business aims towards, building relationships is the best way to achieve long-term success in today’s world. Thanks to social media and the Internet, today’s prospects have a world of options they can turn to at the click of a mouse. When you speak to prospects, don’t just tell them how you can help them today. Paint a picture that shows how you can be a solid partner in their success for years to come.
  • Apply a “Superhero” mindset to your work. Before Clark Kent turned to Superman, he usually ducked into a phone booth and changed into his blue and red tights before unleashing his superpowers on the whichever villain was trying to spoil the day. Before you pick up the phone or meet with a prospect, you have to mentally put on your “superhero” costume as well. In sales, this means: take a moment to collect your thoughts, rehearse your pitch, and reflect on how your service will make you a superhero in the eyes of your prospect. This will help them understand that you really can make a positive impact, and that you aren’t just looking to close another deal and move on.


There is a world of great advice for appointment setters out there from rock star sales professionals. But, if you just follow these 5 simple rules, you’ll develop countless effective habits that can make you a superhero in the eyes of your potential customers. Just remember, you have to help them understand the benefits of your product or service, while making them understand why you are the best person to deliver – not just today, but for years to come!

How Appointment Setting Companies Can Help Your Business

Many B2B sales organizations decide to enlist the help of appointment setting companies when they need more sales leads or when they’re trying to create a short-term increase in sales. These goals are valid, but they’re not always the only reason or even the best reason to enlist the support of appointment setting firms – these companies can help your business in a number of ways that go beyond short-term sales leads.


Here are a few reasons why you might want to ask for help from appointment setting companies – and how they can help your business grow:


Explore New Markets


Appointment setting companies are often an ideal fit when you are trying to launch a new product or expand your solution selling into new markets or industry verticals. Working with appointment setting companies can help you expand your pool of potential business leads in industries where you might not have sold before.


Find Supportive Stakeholders


One of the most important aspects of B2B sales is finding helpful “allies” and references within the prospect’s organization that can help your sales efforts by putting in a good word for you, offering you a referral, or introducing you to someone in the organization who might be the right person to talk to. Appointment setting companies can help you with this! You can outsource part of your company research and prospecting process to these 3rd party vendors, who can then help you do the legwork of identifying the right decision makers and building relationships with other stakeholders within the prospect’s organization. Chances are, to make a complex B2B sale, you need many months and multiple names of people to get into a room around a conference table before you can close a deal – and appointment setting companies can help you save time and find more of the right names.


Testing New Offers 


Appointment setting companies can help give you a fresh perspective on your sales process. If you want to experiment with new calling scripts or test a new special offer, you can work with appointment setters to help test the waters – sometimes working with a 3rd party can help you find a greater sense of objectivity about what needs to change with your sales process.


Understanding Your Market


Appointment setters don’t just read off of sales scripts, they also ask good questions and listen to what your prospective customers are saying – and this is a good opportunity to get valuable “market research” about what motivates your customers to buy (or not). For example, you can ask your appointment setters to ask questions and gain insights on topics such as, “What have you heard about our products?” and “What competitors are you considering?” You can use appointment setting companies to help get a better sense of what’s going on with your market and how your company compares to your competitive landscape.


Qualify Your New Sales Leads


Many B2B sales teams strongly believe that they always need “more sales leads,” but the truth is, “more” leads is not always the right answer. Sometimes you need to get better results from the list of sales leads that you already have. Best Appointment setting companies can help with this! For example, if you already have a certain pool of new sales leads or a regular queue of inbound sales leads that are contacting you via email or phone or your website, you can hand over these leads to your 3rd party appointment setter and ask them to call through and start the sales process by pre-qualifying these sales leads. By asking some smart, strategically focused pre-qualifying questions upfront, your appointment setters can help you hone in on which sales leads are truly the best fit and are the most highly motivated to buy – while de-prioritizing the leads that are not a good fit or not serious buyers.


As you can see, there are many reasons to call for help from appointment setting companies, and it’s not always just about “getting more sales leads.” These companies – at best – can help you get some fresh ideas and perspectives about your sales process, they can help you do upfront research, they can help you find decision makers and key stakeholders, and they can help you figure out how to get better results out of your existing sales leads. Good appointment setting companies are not just about reading off a script and making cold calls – they help your whole sales organization work more effectively and close more sales.

3 New Rules of B2B Lead Generation

Many B2B sales people and small business leaders seem to believe that they always need “more sales leads,” and so they center their B2B lead generation strategy on the idea of “more, more, more:” more cold calls, more sales outreach, casting a wider net to find more companies to target, and so on. The idea is that if you get “more” sales leads, your B2B lead generation efforts are a success – after all, the most important thing is to get the longest possible list of new leads to call, right? In fact, the truth is more complicated. B2B lead generation is about more than just casting a wider net and finding more leads – sometimes you need to focus instead on finding “better” leads or develop a better understanding of what to do with the leads that you already have. Instead of casting a wider net, think of B2B lead generation as an exercise in “finding a better focus.”


Here are a few of the new rules of B2B lead generation:


Do Your Research: In the new world of B2B lead generation, most of the work happens before you ever pick up the phone. You need to do your research and find out which companies are an ideal fit for what you sell. You need to know how your solution fits into the prospect organization’s business operations. You need to have a sense of how you can credibly speak to the prospect organization’s concerns and see how their immediate and longer-term business goals align with yours. B2B lead generation is not just a scattershot approach – you need to have a clear and compelling “reason” for why you’re calling each company on your prospecting list. Make sure you know who you’re calling, and why.


Find Allies: Once you have identified your target companies, it’s important to invest some time in cultivating allies within the organization. Who do you already know at the company? Who among your existing customers could put in a good word for you or offer you a referral? What can you do to find someone to talk to at the prospect organization – even if they are not the ultimate decision maker – who can help “warm up” that first cold call? B2B lead generation is often an exercise in finding and cultivating allies within the prospect organization – finding the people who, although they are not your ultimate “buyer” or decision maker, can still help you make progress toward finding the right people who will be at the table when it’s time to close a sale.


Pre-qualify Your Leads: Just getting a longer list of “more leads” is not very helpful if most of those leads turn out to be bad. We see this happen a lot in our industry, where B2B lead generation companies promise to deliver massive quantities of leads, and then it turns out that many of the leads are poor quality – not really serious buyers, not well-informed about the seller’s solution, or sometimes not even in the right vertical or industry! “More leads” is not always the answer – sometimes if you get too many low-quality leads, it will just clutter up your process and waste your sales team’s time. How can you combat this? Start by pre-qualifying your leads – when taking inbound calls and inquiries, or during the lead generation process. Ask questions early and often to learn more about the prospect and see if they are really a serious buyer – for example, “What issues are you having with your current solution?” and “How are these issues affecting your business operations?” and “How soon are you looking to make a decision about implementing a new solution?” This will help you end up with a list of sales leads that are better qualified, better focused, and more likely to end up with a successful sales deal.


B2B lead generation is not simply a matter of finding “more leads.” The bigger challenges – and the more rewarding results – come from finding “the right” sales leads and making your overall list of sales leads better. By finding companies that are the right fit, by finding allies that can help open doors for you within the prospect organization, and by pre-qualifying your leads upfront, you can start working from a better organized, more focused, better targeted list of sales leads that will result in bigger sales conversions.

3 Steps to Building a Better Lead Generation Process

The importance of the concept of “lead generation process” is frequently misunderstood and underestimated. Many B2B sales organizations act like lead generation is something that just “happens,” and if they go out and make cold calls or spend a lot of money on advertising, new leads will come rushing in. Other B2B sales teams tend to think of lead generation as something that there’s never enough of – they constantly are demanding more leads. The truth is more complicated. The lead generation process requires a careful approach and a strategic plan. If you handle it correctly, your lead generation process will yield bigger results than ever before.


Here are a few key tips on how to build a better lead generation process:


Do Your Research First


It sounds like an obvious point, but it’s true: you need to do your research upfront before you ever pick up the phone to call or send an email to a new potential sales prospect. The first step of the lead generation process is not about lead generation at all, it’s about doing your research and strategically targeting which companies are the best fit for what you sell. You should spend a lot more time on research than you do on making cold calls. Just like the old saying, “measure twice, cut once,” you should spend at least twice as much time doing your homework and researching companies as you spend on the phone.


Find Allies Within the Prospect Organization


In addition to doing research on which companies are the best fit, you also need to spend time on identifying departments, teams, and internal stakeholders within the prospect organization that are going to want to hear from you. For example, if you sell a system or software solution that improves productivity, which internal departments within a company are most likely to be affected by this? Who are the potential allies who will benefit from implementing your solution – who within the company stands to gain from buying what you sell? Sometimes the process of “finding allies” can help you identify secondary stakeholders and decision makers who might not get to have the final word on whether or not to buy from you, but who can assist in the sales process. Especially in B2B sales, the sales process can be lengthy and time consuming and complicated. It helps to figure out – early on – which people within the prospect organization are most likely to be on your side and who have a vested interest in seeing you succeed.


Pre-Qualify your Sales Leads    


Lead generation is not just a numbers game. Yes it’s true that “more sales leads” is usually better than “not enough,” but “more leads” is not always the answer. Sometimes your sales team already has “enough” leads, but you’re not getting the right results from the pool of leads that you do have. Many companies make a mistake of not qualifying their new sales leads. They treat every new lead the same – they assume that every new prospect is equally likely and ready to buy. But the truth is, not every lead is equal! Some prospects are urgently ready to move forward and are eager to start the sales process, while others are just beginning the early stages of their research, while others are confused or uncertain or don’t really know what they want.


The problem is, if you don’t do any pre-qualifying of your sales leads, you might overwhelm your “good” leads with too much clutter. You might spend too much time chasing after bad sales leads while failing to follow up with the leads that are actually ready to hear from you.


You can help avoid this situation by asking a few pre-qualifying questions to each new sales lead – whether it’s an inbound sales inquiry or a cold call or meeting a new prospect at a trade show or networking event.


Ask a few questions (if applicable) such as:


  • How did you hear about us?
  • What are some issues that you’re having with your current solution/system?
  • How are your current issues with your solution/system affecting your overall business operations?
  • What is your timeline for moving forward?
  • What other companies/competitors are you looking at?


These questions will help you learn more about the overall situation with the prospect’s business, and help you determine just how urgently ready the prospect is to move forward. Ideally, you can use these questions to help prioritize and rank your sales leads for follow-up – both immediate/short-term and long-term.


The lead generation process might sound complex and mysterious, but it doesn’t have to be. It’s all about doing your research, identifying the right people to talk to within the prospect organization, and then learning more about the new leads so you can prioritize which leads are “better” than others.

Top 5 Secrets of the Best Lead Generation Companies

Strategic Sales and Marketing has been in business for a long time, and we like to think that we’ve earned a reputation as one of the best lead generation companies – but we often find that there are a lot of misconceptions about our industry. Many B2B sales organizations are still discovering what it truly means to work with one of the best lead generation companies. After all, lots of companies can put up a website and make a sales pitch and offer big promises for what kinds of results they can deliver, but to truly stand out from the crowd in this industry, it takes hard work, a smart strategy, a consistent process, and rock-solid integrity to do business the right way. We believe that SSM has some significant advantages and insights to offer, and we’re happy to share these with you.


Here are a few of the secrets of the best lead generation companies:


They Know Your Industry

The best lead generation companies will not claim to be able to serve “any industry or company or client,” instead they will have a focused expertise on a few key industries or areas. Lead generation is a complex activity and it doesn’t always work the same way for every industry or type of product/service/solution being sold. Depending on your industry, especially if you are in B2B sales, your sales cycle might be more complicated and time-consuming and requiring a careful, strategic approach. The best lead generation companies understand this, and they know what they do best and which companies and industries are the best fit for their services – they don’t promise to be all things for all people.


They’re Not Pushy 

The best lead generation companies have plenty of business, with ongoing contracts from various major clients – they’re happy to take your call or listen to your inquiry, but the best companies are not going to put pressure on you to sign a contract. The best companies are not pushy and desperate and fast-talking – ideally, they should be happy to talk with you and learn more about your business to determine whether or not your company is the right fit. If a sales rep for a lead gen firm is acting overly anxious and urgently trying to get you to sign up for their services, that’s a red flag – because the better firms are more laid-back; they don’t need your business that badly.


They Make Realistic Promises

We hear horror stories from time to time of customers who have been burned by working with disreputable, fly-by-night lead generation firms that made huge promises and then utterly failed to deliver. The best lead generation companies are strategic, focused and highly targeted when discussing their process and their expected results – ideally, they’re going to try to “underpromise” and “overdeliver.”


They Don’t Work on Commission

The best lead generation companies will ask to get paid in a way that aligns their interests with your organization, and delivers the best results. This means that – most of the time – the best firms are NOT going to work on straight commission. It might sound like a good deal to you if a lead gen firm promises that they only get paid for each new lead, or some other commission-based approach. But the reality is more complicated.


Sometimes “paying per lead” ends with misleading and wasteful results for you as the client. Especially for B2B sales with a long-term sales cycle, sometimes it’s more important to get fewer high-quality leads than to get a larger number of leads that might not be legitimate. If you give the firm an incentive to generate as many new leads as possible, you might end up with too many low-quality leads, or you might even end up tainting your pool of leads with overaggressive tactics by the lead generation firm – this can be counter-productive to your sales efforts.


The best lead generation companies will have a compensation model that helps achieve the best results for your business, not just the longest list of low-quality leads.


They Show Clear Results

Lead generation should not be a mysterious “black box” process – it’s not magic, it’s an art and science. Your lead generation firm should be able to describe in detail how their process works and give you full visibility into how your program is progressing, with regular status reports and valid metrics along the way. The best lead generation companies are happy to share results and make adjustments and otherwise help you feel involved and connected to the process.


They Offer More Than Just Leads

Lead generation is just the start of a longer sales process, and the best firms won’t leave you hanging. Ideally, you should expect your firm to provide more than just a list of names; they should offer additional support, training, or coaching to help you get ready to make your first sales call with the new leads.


Working with a lead generation firm can be an ideal way to kick-start a new product or create new sales momentum for your business, but it helps to be prepared and know what to expect. The best lead generation companies have a proven track record of success and can offer credible answers to your questions, without putting you through a bunch of hype or heavy sales pressure. The ultimate ROI of working with a lead gen firm is not just the number of leads, but how well they can help your sales organization succeed for the long-term.

What to Expect from the Best Appointment Setting Companies

Here at Strategic Sales and Marketing, we consider ourselves to be one of the best appointment setting companies – we have been in business a long time, we have an established track record, we’ve created a smart, consistent process for how to do lead generation and help our customers get results. And as part of that industry leadership, we have some strong perspectives on what people should expect from their lead generation companies. When lead generation firms do things the right way, our whole industry gets better – and that’s good news for everyone.


Here are a few key elements that customers should expect to see from the best appointment setting companies:


Industry Expertise


The best appointment setting companies will know your industry and will have a good sense of which industries are truly their best niche. Lead generation is not a one-size-fits-all activity; some industries, especially in complex B2B sales, require a longer timeframe or a customized approach with industry-specific knowledge. If an appointment setting company claims to be able to do all things for all people, you should be suspicious. The best lead generation companies are busy with ongoing work and are not desperate for your business; they will take the time to interview you as a prospective customer and make sure it’s the best fit for both sides.


Reasonable Promises


The best lead generation companies will not promise you the moon. It might sound great to hear about “guaranteed results” or “we only get paid when you get new business leads!” but the best companies will take a more cautious approach. The truth is, especially in long-term, complex B2B sales, results are never guaranteed. And you should be leery of any company that promises to get compensated solely on commission – because if their appointment setting reps are only getting paid for every new lead they uncover, this creates an incentive for them to crank out lots of poor quality leads. It’s better to get a smaller quantity of good, qualified business opportunities, instead of a long list of junk leads. Reputable appointment setting companies will understand this, and will explain how their compensation model is geared toward delivering the best results, not just the “most” results.


Transparent Metrics


The best appointment setting companies will have a consistent process and transparent metrics to help you measure results along the way. Ideally, depending on the timeframe and size of your lead generation program, you should expect to receive ongoing status reports for how many new leads you’re getting, how many calls are being made, how many companies have been contacted, and other metrics of performance. Good lead generation firms are proud to share their process with you and will be happy to deliver ongoing reports and make adjustments along the way.


Real Life Customer Testimonials


The best appointment setting companies will be able to share case studies, success stories, customer testimonials and references, and other “social proof” to show you how their system works and assure you that they can help you achieve good results. Although every company has its own unique offerings and challenges, a good lead generation firm should be able to show prior examples of similar situations where they helped create opportunities.


Training and Support


What happens when you come to the end of your lead generation program? Do you just get a list of names and phone numbers and then the lead generation firm says “so long?” Hopefully not! The best appointment setting companies don’t just leave you with a list of new business leads; they will ideally give you some additional training or support – such as a guide to making your first sales call – that will help you get the most out of your new leads. (Sometimes you can choose a certain package of services upfront, with varying levels of sales training or support, depending on your needs.)


Appointment setting is not just about making cold calls and finding a list of names of people who are interested; it’s about helping to ensure the success of that first round of sales calls to the “warm” leads. The best companies won’t leave you alone with a calling list – they’ll give you an added bit of support and momentum to help you start making sales calls once their work is done.


The best appointment setting companies are not just outsourced vendors or cold callers; they are strategic partners who will collaborate with you to support your long-term sales success.

Why Lead Generation is All About Building Trust

Lead generation is often thought of as being the first step in the sales process – and while there is truth to that, it’s important to keep in mind that ideally, lead generation shouldn’t really feel like “selling” at all. Lead generation is the first stage of a longer and more involved, complex process. It’s the opening to a bigger conversation. With lead generation, you are asking people to begin a longer journey with you – and what does it take to get people to agree to keep talking with you and agree to keep “traveling” with you? That’s right: trust. Lead generation is ultimately an exercise in building trust.


Here are a few examples of how to build trust during the lead generation process, and why it matters:


Building Trust with Cold Calls


One of the classic sales techniques – which still is part of the toolbox for lead generation today – is cold calling. Sometimes there’s no better way to get in front of your prospective customers than to pick up the phone and start calling. However: that doesn’t mean that you should just indiscriminately start calling people and bombarding them with sales pitches. Cold calling itself requires elements of trust building. How do you build trust on a cold call, especially if you don’t know the person you’re talking to? By doing your homework first. Do your research. Make sure that the company you’re calling is really an ideal fit. Try to do some networking upfront to find the right contact in advance; make sure you’re talking to the right person or the right team of stakeholders so you’re not wasting people’s time.


Cold calling – done right – is an ideal way to build trust, because you are showing the prospects that you have a good reason for calling them. If you can show prospects, starting from that first cold call, that you are well informed about their business and that you care about helping them solve a problem, they’ll be more likely to trust you and more likely to keep talking.


Building Trust with Content


Another form of lead generation involves sharing content – whether it’s your own company blog or social media posts or activity in LinkedIn groups. The Internet is clogged with content, and lots of it isn’t very useful – this is where you can break through the clutter by becoming known and trusted as a great curator of content. If you get known on Twitter or LinkedIn for sharing really smart, useful content – industry trends, breaking news, exceptional thought leadership – even if it’s not your own original content – you will make great strides in building trust with your prospects. Your prospects will want to check out your Twitter feed or LinkedIn profile before they talk to you. If they see a steady stream of smart, helpful, relevant content from you – showing that you’re up to speed on the latest trends and insights affecting their business – that will go a long way in building trust.


Another way to build trust with content is to share relevant content individually with prospects as part of the cold calling process. For example, the obvious example is to share a white paper or infographic that supports your sales pitch – but as part of your initial conversations with new prospects, you should also look for opportunities to share news articles or other timely content that is relevant to the customer’s problem, even if they’re not directly related to what you sell. Just be diligent and responsive – these opportunities will emerge naturally out of your conversations with customers.


Building Trust with Referrals


Perhaps the best form of lead generation is when you don’t have to make a cold call, but instead can get a “warm” lead from a referral. Referrals are so important, because that new prospect already has a built-in level of trust and willingness to talk with you. However, referrals don’t just “happen.” Many business owners and sales people aren’t proactive at asking for referrals. Don’t be afraid or ashamed to ask!


For example, after you close a sale, or a few months after the sales closes and you’re checking in on the happy customer, you should build it into your sales process: “Would you happen to know of any other colleagues or contacts who might like to hear from someone like me?” or “I’m glad to hear that you’re happy with our solution! Do you know of anyone else who might benefit from what we sell?”


And don’t just ask current customers for referrals: feel free to ask former customers, former colleagues, friends of friends, and anyone else in your network who knows you well enough where you would feel comfortable asking them for a contact.


Ultimately, lead generation is not about cold calling and sales funnels and email blasts and “numbers,” it’s about establishing trust, one person at a time. Every situation that you’re in while finding new sales leads and talking with prospects – whether it’s a cold call or responding to a sales inquiry or asking for referrals – is an exercise in building credibility and winning people’s trust, so that they will give you permission to keep talking and keep leading them through the customer journey.