7 years ago
February 21, 2017

How to Book Effective Sales Appointments

It’s one thing to book a sales appointment, and it’s something else entirely to book an effective sales appointment.

Rhys Metler

It’s one thing to book a sales appointment, and it’s something else entirely to book an effective sales appointment. Some sales reps think that success depends entirely on the appointment itself, that up until you actually sit down with a potential customer, there’s nothing you can do to tip the scales in your direction aside from preparing your sales presentation

The truth is that a lot depends on how you book your sales appointment. You can increase your odds of success by taking the time to prepare your prospective clients before you meet with them for the first time. Here’s how.

Understand Their Business

Before you contact a potential customer for the first time, do some research about their business. If you know the answers to the following questions, you’ll have a good idea of what they’re in the market for and how you can help them:

  • How long have they been in business?
  • What exactly do they do?
  • Who are their customers?
  • Are they expanding or moving into new territories any time soon?

When you understand their business, you’ll avoid making inappropriate recommendations or sounding ignorant during your sales appointment.

Do Some Research

In addition to understanding their business, do some additional research. If you can find out who the decision makers are with regards to purchasing, you’ll shorten your sales cycle and avoid future hassle. Of course, begin your research online, but don’t stop there. Get a hold of their brochures and marketing materials as well, so you can get a good feel for the direction they’re taking with their business.

Pique Interest By Establishing Value

Ultimately, people want to know how you can help them, so be up front and straightforward about what you can do to improve their business. If you can get straight to the point by giving them one solid way you can improve their business (and therefore their lives in general), they’ll want to know more about you and what you have to offer.

Send an Applicable Piece of Content

If your potential client has expressed concern or asked questions about something specific, send along a piece of content that addresses the issue before your sales appointment. This is especially high impact if the content appears on your blog or your company’s website. If the content genuinely helps, you can be sure that your potential client will look forward to asking you more questions and learning more about what you have to offer.

Follow Up Before the Sales Appointment

Most people need reminders of upcoming appointments. That’s why dental offices send reminders before check-ups. Treat your sales appointments in the same way. Send along an email or text message a day or two before your sales appointment, not just to remind your potential customer that you’re coming, but also to further pique interest in your products and services. 

With preparation like this, your sales appointments will be much more fruitful than they would be if you just showed up without having learned about the company you’re hoping to sell to. Additionally, this type of preparation helps you to establish a good working relationship before you even get to your sales appointment. With several points of contact under your belt, your sales appointment will have a more casual, friendly atmosphere and you’ll be much more likely to make a sale.

Rhys Metler

Rhys is a tenacious, top performing Senior Sales Recruiter with 15+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and daughters, BBQing on a hot summer day and tropical vacations.