Appointment setting is an increasingly popular strategy for generating sales-qualified leads. It’s not the only strategy, but in the right hands it can be a very powerful one. Like many other business functions, you can deploy an appointment setting strategy internally, or you can hire an outsourced appointment setting firm to set meetings for you. The question to consider is which choice makes the most sense given your organizational resources and internal skill sets.

What is appointment setting?

Business-to-business appointment setting and lead generation is a segmented sales strategy where one person is responsible for generating interest with top-of-funnel leads and passing them on to others. They deal with research and initial contacts and spend all their time dealing with the top of the sales funnel. This person’s goal is to set an appointment with interested buyers for another sales executive to close. In simple terms, you can think of them as a business matchmakers. 

They put people who can provide a given product or service in contact with those in potential need.

How Does Appointment Setting Affect Your Organizational Structure?

The big advantage of appointment setting lead generation is that it takes advantage of specialization and the division of labor. Developing qualified sales leads often requires different skills than closing a deal. By splitting out the two tasks to different individuals, organizations can get the most out of their personnel resources. Qualified closers can spend their time communicating with sales-qualified leads rather than working the phones to try and drum up business. It’s simply more efficient to use dedicated appointment setters rather than let one person do everything.

What Are the Advantages of Appointment Setting for Lead Generation?

Appointment setting is an advanced form of lead generation. Lead generation appointment setting is considered an advanced technique because only leads who meet certain criteria are scheduled for meetings. 

 Appointment setting could be thought of as a filtering process that elevates. The most desirable leads. In industry lingo appointment setting generates sales-qualified leads, as opposed to marketing qualified leads. This lets you focus your resources where they can bring you the most benefit, improving both your business efficiency and return on investment. 

After all, nobody wants to invest in an onsite demonstration only to discover the person you’re dealing with has neither the desire nor intention to close a deal. Nobody likes the feeling they have just wasted both their and the potential customer’s time.

Marketing Qualified Leads

A marketing qualified lead is the most casual level of a lead. They fit firmographic profiles and may be signaling they have a problem you can solve.

Sales Qualified Leads

These are the people who are actively looking to buy your product or service. They have identified a need in their organization and believe your offerings will enable them to meet that need. They aren’t window shopping; they are that person on a mission heading straight for the shelf where the product they want is kept. 

These are the leads B2B lead generation, and appointment setting services work to generate for your organization.

What are the Cons of Appointment Setting for Lead Generation?

No approach is perfect, and the strongest organizations can leverage an approach’s strengths while minimizing the limitations.

Unlike marketing-based lead generation, appointment setting is generally faster. It’s an approach that doesn’t look to nurture leads over long periods of time; instead, the goal is to put your sales team in contact with leads looking to buy now. 

Although this can be advantageous, it can also be a disadvantage: Suppose your buyer isn’t interested in your solution when they are first contacted for an appointment but become interested shortly after, they will likely not make it to your pipeline when taking an appointment setting approach.

When Should You Outsource Appointment Setting for Lead Generation?

The quick answer to this question is when it makes business sense to do so. Unfortunately, that answer doesn’t do much in the way of providing concrete information. You have to understand the nature of the decision before you can make it, as it can have a major effect on your organization in the future. 

There are several factors you should consider to be able to make an informed decision about whether to hire appointment setting lead generation companies:

Sales Expertise

Many companies outsource because they lack the internal skillset to build an internal appointment setting team. You need to be able to hire and train representatives and know enough to monitor their performance. All this takes knowledge that you may not have in your organization. External lead generation appointment setting services already have this expertise; it’s what they do.

Sales Acceleration

Building an internal department takes time. The one thing nobody has an unlimited supply of is time. There’s a learning curve for the basic skills involved and the requirements for everything from office space to the necessary tools. All these things can be overcome, but sometimes you don’t have the necessary time. Appointment setting services already have the essential staff and infrastructure to get to work immediately. This is a tremendous advantage.

Sales Tools

Modern business is highly specialized; you can see this in everything from job descriptions to software tools. External appointment setting lead generation services already possess the specialized tools necessary to do the job and the training to use them. Having to purchase and master these tools puts you in the position of the buyer just when you need to start selling. Taking advantage of outsourcing lets you completely sidestep both the purchase and the learning curve.

For more information on increasing your sales with appointment setting and lead generation tools, contact SalesRoads today.


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