After learning about B2B appointment setting and all that it entails, you may still wonder how you can implement it into your business growth strategy.
Like cogs in a machine, a lot of business owners shy away from having a designated appointment setting team because they don’t want to lose too much control over the sales process with too many moving parts. Not only that, but it can be difficult for someone outside your normal sales team to pick up on a unique business’s language (let alone sell their products or services). But B2B appointment setting services can really help organize your sales pipeline and refine everyone’s jobs to keep things running smoothly.
If your business falls into one of these five industries, you may want to consider appointment setting as a business growth strategy.
Let’s face it, if you work for an HVAC company, you probably didn’t go to business school or spend the better part of your professional career getting sales experience. Although you’d love nothing more than to acquire new customers, the activities required to do so are oftentimes time consuming and not quite your area of expertise. HVAC technicians are experts at two things: (1) performing the services they offer and (2) talking about the services they offer. Sales and marketing activities don’t come to them as naturally.
By utilizing appointment setting, you can talk to more potential customers in your target market. When implementing an appointment setting program, start by finding prospects who would be a good fit as customers for your business. Then, work them into your sales pipeline by cold calling and emailing (essentially, try to start a conversation). From there, you can build a relationship and understand your prospect’s needs. This will make it much easier to close a deal because you’ll already have a relationship established with your ideal customers.
Roofers are good with their hands and do their best work on-site, not in the office. Not only that, but most people who are employed at a roofing company don’t have time to be working in the office. They’re mostly concerned with keeping their current customers happy and completing jobs safely. For this reason, appointment setting is a great solution for commercial roofing companies.
Applying an appointment setting strategy will put you in front of the companies in your market who need roofing services. How can this be done in your commercial roofing business? Delegation. You should have a team solely responsible for prospecting, another team that builds pipelines and sets appointments, and a team that delivers pitches and closes deals. Generating new leads and completing quality work in the field simultaneously doesn’t have to be hard. Once you break out your team and define responsibilities, the projects will start rolling in consistently, leading to a predictable stream of revenue for your business.
Commercial cleaning companies need appointment setting for the same reasons previously listed: it helps them get in front of more potential clients and build a sustainable pipeline. But there’s one other very important reason why commercial cleaning companies can benefit from an appointment setting program—it gives them insight into their ideal customers’ businesses.
Dedicated sales development representatives (SDRs) are responsible for appointment setting activities. They call on hundreds of targets a week and consistently follow up with them. Unlike construction or roofing where the sales cycle can sometimes be long, circumstances that cause a company to need additional cleaning services can happen in an instant. For example, maybe a company isn’t happy with their current provider, or maybe a school district is building a new school and needs a new partner in that area for janitorial services. As a cleaning company, make sure you’re always in touch with the people in your market. Make phone calls, send emails, and deliver info that your prospects will find valuable; it’ll pay off in the long run.
If you’re an MSP, things are changing all the time for your prospects. Without appointment setting services, you’ll never know. Take 2020 for example—once COVID-19 was declared a global pandemic, many companies had to go virtual. An MSP that was doing appointment setting at that time already had an edge over competitors because they were a top-of-mind choice if a company needed IT services such as virtualization or additional cybersecurity.
The first step to a good appointment setting program in this industry is communication, since IT services are usually applicable in a lot of different scenarios, therefore breeding a lot of competition. When utilizing appointment setting as an MSP, make sure you ask yourself what differentiates you from the competition. Once prospects see a clear need for your service specifically, it’s much easier to close a deal.
Construction companies are always busy working onsite and completing jobs. But that doesn’t mean you aren’t always on the hunt for new jobs. An appointment setting program can put you in front of companies that are interested in all kinds of services. From brand new buildings to remodels and expansions, appointment setting helps you build a solid sales pipeline so you get a mix of all types of work. You may be wondering how you can implement this into your own business (it can be overwhelming). Start out by hiring specialists who just focus on appointment setting. Your sales representatives shouldn’t be spending their time prospecting, cold calling, and nurturing leads. Instead, delegate that responsibility to someone else. Then, all your sales reps have to do is focus on sales pitches.
Appointment setting can be a powerful business growth strategy for any business as long as you have the right mindset. But some B2B businesses need it more than others, and for good reason. If it makes sense for your business, start using appointment setting to get more opportunities, and find the ways that it works best in your industry.