Appointment-Setting Isn’t the Goal—Delivering Value Is
Let’s set the record straight: appointment-setting isn’t just about getting a foot in the door. It’s about bringing value from the very first interaction.
Why Appointment-Setting Matters – No meetings, no momentum. Appointments are the gateway to pipeline, progress, and paying customers. Nail this stage, and you’re not just filling your calendar—you’re fueling your sales engine.
According to our Top Performance in Sales Prospecting research, 71% of buyers who agree to meetings want to hear from sellers early—when they’re still shaping their ideas and exploring possibilities. That’s your window to make an impact.
But here’s the problem: 58% of sales meetings aren’t valuable to buyers. Why? Because too many sellers show up to pitch—not to help.
The real win isn’t landing the meeting—it’s delivering insights that challenge their thinking, guide their process, and build trust.
Today’s buyers don’t have time for empty conversations. They’re looking for partners, not suppliers. If your meeting isn’t packed with relevance, insight, and a clear path forward, you’re just noise in a crowded inbox.
Want more meetings? Start by selling value—not your product.
13 Power Moves to Dominate Appointment-Setting
- Own the “Off” Hours
Want to break through the noise? Call or email when no one else is. That means early mornings, evenings, or even during lunch. Executives are swamped during the 9-to-5, but off hours? That’s your in.
One of my teammates swears by 5 AM emails (yep, seriously). He gets follow-ups done before sunrise and often lands replies before lunch. Smart, right?
Bottom line: Off hours = open doors. - Dial It Up
The phone is your secret weapon. Real conversations beat cold clicks every time.
Think the phone’s dead? Think again. Out of 15 outreach methods, three of the top five performers were… you guessed it—phone calls.
#1: Calling existing customers
#3: Calling prior customers
#5: Calling new contacts
The cold call isn’t dead—it’s just evolved. Warm, cold, or somewhere in between, the phone still works. Use it. - Mix Up Your Media
Prospecting is a marathon, not a sprint. It can take a dozen+ touches to break through. So don’t just rely on one channel—go multi-modal.
Whats App. Email. LinkedIn. Handwritten notes. Even a quirky mailer. Stand out by showing up creatively.
The key? Consistency, not just charisma. - Run Magnetic Campaigns
Stop chasing. Start attracting. When prospects are drawn to your brand, meetings come easier.
Build multi-touch campaigns that combine value-driven messaging across email, phone, mail, and social. Focus on what matters to them, not just what you sell. - Upgrade Your LinkedIn Game
Your profile should sell a meeting. Make it sharp, clear, and conversion-ready.
Before someone agrees to meet, they’re checking you out online. Your LinkedIn profile? It’s your digital handshake.
82% of buyers review it before responding. So take 15 minutes today and tighten it up. Add proof points. Make it clear who you help, why and how. Treat it like your storefront—because it is. - Sync with Marketing
They’ve got the insights and air cover. Use it. Ride their momentum and align your timing. Don’t work in a vacuum. Your marketing team is already stirring interest—ride the wave.
Follow up with:
#1 People who downloaded your white papers
#2 Prospects visiting your site (hint: tech can notify you)
# Event attendees, especially from sessions your execs lead
They’re warm. You’re ready. Go. - Tap Into Referrals
Referrals close faster. Ask your network. Make it easy for people to introduce you. Want instant credibility? Get referred.
When someone they trust vouches for you, you’re no longer a stranger—you’re a warm intro. Don’t be shy: ask past customers, colleagues, and mutual connections to make introductions.
Referrals aren’t just helpful—they’re appointment-setting gold. - Just Ask for the Meeting
Be direct. Be confident. The ask doesn’t need to be perfect—just make it happen!
Don’t ask, “Would you like to meet?” That’s vague. Try: “I’m free Thursday at 10 AM—does that work?”
Specifics cut through indecision. And remember, persistence matters. Nearly half of buyers say it’s fine to reach out 5+ times before getting a reply. Don’t ghost yourself after one “no.” - Share Laser-Focused, High Value Content
Send value. Tailored content earns attention—and meetings. The fastest way to get a “yes”? Deliver value first.
Share tailored insights that speak to their world—not just your pitch deck. C-suite? Show financial impact. Ops leader? Show process wins.
Customized content isn’t optional anymore. It’s expected. Make every touch count. - Build Rapport Early
You’re not pitching a meeting—you’re building trust. Lead with curiosity and relevance. You’re a stranger until you earn trust. Start strong.
Be prepared. Respect their time. Speak with clarity and confidence. And for the love of sales—do your homework. When you show you “get it,” you get the meeting.
Adapt your tone to match theirs, and always lead with value, not just a calendar link. - Handle Objections Like a Pro
They’re coming. Be ready. Confidence in handling pushback equals more meetings booked. Objections? Normal. Expected. And often not personal. Here’s your 4-step play:
Listen. Don’t interrupt.
Explore. Ask what’s behind the hesitation.
Relate. Connect their concern to a relevant insight.
Confirm. Ask if it makes sense to continue.
The goal isn’t to win—it’s to understand, respond with relevance, and keep the door open. - Go Straight to the Decision Makers
Stop getting ghosted by gatekeepers. Target high, speak their language, and bring the heat. If your contact can’t say yes, you’re spinning your wheels.
Start with decision-makers—or at least key influencers. Understand who’s who in the buying group. And yes, even the C-suite is fair game—if your outreach is strategic, brief, and insight-led.
Smart targeting beats spray-and-pray every time. - Log Everything in Your CRM
Every call, email, “not now,” and “let’s talk later” belongs in your CRM. Why? Because what gets tracked gets acted on. It’s not busywork—it’s your sales intel HQ.
Visibility fuels momentum, reveals patterns, and keeps deals moving. If it’s not logged, it didn’t happen. Period.
Final Word: Booking the Meeting Is Just the Beginning
Don’t just aim for a full calendar. Aim for impact. Getting the meeting is Step 1. Make sure you’re ready to lead a meaningful, business-relevant conversation once you’re in.
We would love to hear from you, please get in touch to arrange a CRM, Sales & Marketing Review call.
Expert CRM Guidance – https://www.stormspace.co.uk/
Contact us to set up a call – louise@stormspace.co.uk
