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Sonia - Blog

How To Strategically Appointment-Book to Obtain Sales

It is said, that it takes between 3 to 5 'touches', for someone to 'buy now', when it comes to gaining sales through cold-calling techniques. Appointment-booking, is in-line with this fact. For example;

Touch 1 - The initial cold-call

Touch 2 - After the person commits to an appointment date and time, over the phone, that person receives a 'confirmation email' and clicks, to 'confirm' his or, her, attendance

Touch 3 - The on-site, or webcam, sales pitch meeting or platform demo

Touch 4 and 5 - (this 'touch' comes in the form of the Sales Rep. following up, with the decision-maker, by phone or email, if the person, didn't make a purchase, at the end of 'Touch 3')

At some point, between touch 3 and 5, with the 'appointment-booking-sales-technique', the person is most-likely to purchase because the entire 'cold-calling-appointment-booking-process' was allowed to gradually unfold over a reasonable duration, giving that person time to; think, shop-around, and eventually arrive at an 'educated purchasing decision'. Thus, the 'appointment-booking' cold-call sales approach, is a much more comfortable, less pressure-filled, experience for the buyer. Appointment-booking-cold-calling sales method may also drastically reduce 'buyer's remorse' and 'after-sale cancellations', proving to be a more beneficial sales approach for your 'bottom line'.

Here are a few ways to strategically 'appointment-book' to obtain sales:

1. D.I.Y. (Do It Yourself) - Regardless if you're the only one, that makes up the bulk of your sales team, if you have a few sales Reps. working for/with you or if you have a bustling call center comprised of many Tele-sales Reps., simply create an effective 'appointment-booking cold-calling script', obtain a sales-department-shared calendar/cloud-based-platform that sends email confirmations after the time/date was booked, and away you go!

2. Hire a 3rd-party, Appointment-booking Firm to Do it For You - Be mindful of cost here. Some companies charge per hour, some charge per booked appointment (in the future, I will blog about the pros and cons, of both). However, once you have partnered with an outsourced appointment-booking sales firm, watch the numbers. This route can either prove to be lucrative, or not, depending on the firm. Some firms can provide leads, while others expect you to supply the sales leads to them. It's wise you take time to do through research, to find the solution, right for your campaign.

3. Use Your Website's Webform, AI. Chatbot From Your Website or Landing Page - A website visitor arrives on your webform, A.I. chatbot or landing page, most likely from a search engine search, and books his/her appointment his/herself (self-serve).

4. Harness the Power of an Effective Social Media Marketing Campaign - In the last few years, Facebook/Instagram, LinkedIn, and YouTube, have implemented the 'Book Now' hyperlink button, as a call-to-action, right there on the user-interface of your social media ad page or account page. This button, links to were ever you want it to link to, however, in this context, it should link to your sales department shared-calendar or landing page containing your sales department shared-calendar. From there, the person may choose to book his/her own appointment. Ensure that your ad is eye-catching, clear, concise and effectively showcases the benefits of your product or service. Otherwise, your calendar will remain mostly empty, which is an indication that your social media marketing campaign ad is ineffective for appointment booking purposes.

5. Q.R. Code in Print Ads - Bet you never thought of this one as a tool for sales 'appointment booking', however, it is. Not "everyone" surfs the internet/social media or does so, frequently. Shocking notion, I know. For those, out and about, in their local community, a posted Q.R. code is ideal to book sales appointments, providing that it's somewhere, in a magazine, on a flyer, or poster, detailing what your offer is and why that person should use their smart phone to scan your Q.R. code to 'book' an appointment. Make sure that you use an authorized ad agency or that you're the property renter/owner of the location where your print ad is, and that you're not randomly/illegally placing flyers where you are not allowed to.

Regardless of which strategic/cold-calling appointment-booking technique(s) you choose, this method of increasing sales works better than the 'spur of the moment' 'buy now' approach. However, it's important to be mindful to make calculated, well-thought-out decisions, when it comes to cold-calling to book appointments, in order for this method to yield the desired outcome - a closed sale (eventually). De-stressing the decision-maker, by booking an appointment with that person, instead of aiming to close the sale 'on the spot', simply works best for everyone involved.

Sure, the sales cycle may be a few days, or weeks, longer, when it comes to booking appointments to close sales, as opposed to the 'on the spot' 'buy now' approach, however, what cold-calling to book appointments lacks in swiftness, in terms of the sales cycle, it 'more than' makes up for in volume and profits (ten folds). Slow, and steady wins the race. So, what are you waiting for? Your next 'closed sale', is just an 'appointment-booking' away.


~Onscreen Pal, You Business Growth Pal

Publish Date: June 22, 2022 12:45 AM

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