In basic terms Appointment Setting is about trying to get a prospective client for a session of inter-personal communication. It is one of the most effective methods of lead generation because pre-fixed, inter-personal communication has a better potential of conversion than other methods of lead generation like cold calling. The client would be in a receptive mode, making it easier for the sales person to present his case. This is the primary reason why companies spend large amounts of money in appointment setting In most organizations it is a process that takes place continuously along with lead generation.
Appointment setting is a highly effective tool because it offers a salesperson the best opportunity to persuade a prospective client. It allows him/her to provide detailed information about benefits as well as the limitations of the organizations' products or services. The client would be able to clear all doubts that he/she may have about the product and the sales person may discover issues that are holding the client back from doing business with the organization. The sales person would then also have the opportunity to resolve such issues and prepare a stronger ground for his pitch.
Complex products or services, like those involving loans are specially benefited by the appointment setting approach. This is because while considering such products/services the prospective client would usually like to have an expert opinion. This is where a qualified sales person's guidance would matter. The sales person would have an edge over the client because he would be the person who can provide the client with information that would convince him to avail of the organization's offer.
The success of an appointment setting approach is significantly dependent upon the personal skills and knowledge of the sales person. The sales person should possess excellent communication skills and have detailed knowledge about the product or service he is trying to sell. He should have the ability to persist steadfastly in the face of rejection. An observant person with a keen understanding of the human nature and behavior would make an ideal candidate.
Companies approach appointment setting in different ways. Some of them have executives dedicated to the process of approaching prospective clients and marketing their products and services. Some use the services of telemarketing agencies for lead generation and appointment setting
Since it is such a vital process, appointment setting should be backed by efficient administration as well as other support services like brand promotion and awareness.
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