One simple yet critical step in any B2B appointment setting program is to define your target audience. Before you start the appointment setting activity, you need to know who you’re targeting. Clearly defining your target audience will not only help you kickstart the sales prospecting process, it will also help you effectively execute other parts of the appointment setting process.
Here are a few reasons why defining your target audience helps you run a more successful B2B appointment setting program:
- Personalize your messaging. If you know your target audience, you already know things about them prior to your first conversation. For example, if you’re a managed service provider (MSP) and almost every IT lead you target is a business, you can use messaging such as, “Protect your team members with cyber security while they work remotely.” Or if you also target schools, you can use messaging like, “Headed back to school soon? Make sure teachers are set up for success in the classroom with high-speed internet.” If your target audience is too big, your sales message will sound boring and won’t capture the attention of a potential customer as easily.
- Create custom marketing collateral. If you know your target audience and its needs, you can create high-impact marketing collateral. Creating marketing collateral is always a good idea if you want to give your B2B appointment setting efforts a boost, but custom and personalized marketing collateral is even more powerful. If you know your target audience, create case studies about past clients who are similar to them. If you sell more of a particular product or service, create a sell sheet. If you know your target audience’s needs, use the right language and verbiage in your corporate brochure.
- Know your value proposition. Knowing your ideal customer’s business is just as important as knowing your own. Why? Because if you know your target audience well enough, you know exactly what value you bring to the table. You know how your product or service could be of value to them. When your value proposition is clear, setting appointments becomes easier.
The more time you spend figuring out your target audience, the easier all the other parts of the sales process become. Prospecting is easier because you know exactly how to build lists. Cold calling and talking to potential customers is easier because you know why the partnership makes sense. And closing the deal is even easier because you know exactly how you can provide immediate and long-term value in the partnership.