Appointment Setting
The process of scheduling sales meetings between prospects and sales representatives through outbound prospecting activities.
What is Appointment Setting?
Appointment setting is the process of scheduling qualified meetings between potential customers and sales representatives. It’s a specialized function within the sales development process, often handled by SDRs (Sales Development Representatives) or outsourced agencies.
The Appointment Setting Process
- Lead Research - Identify and qualify target prospects
- Initial Outreach - Contact via phone, email, or LinkedIn
- Qualification - Confirm fit based on criteria (BANT, MEDDIC, etc.)
- Scheduling - Book the meeting on the sales rep’s calendar
- Confirmation - Send reminders to reduce no-shows
- Handoff - Brief the closer on prospect context
Types of Appointment Setting
Inbound Appointment Setting
- Responding to demo requests
- Following up on content downloads
- Handling chat inquiries
Outbound Appointment Setting
- Cold calling campaigns
- Cold email sequences
- LinkedIn prospecting
- Multi-channel cadences
Key Metrics
| Metric | Benchmark |
|---|---|
| Dials to Connect Ratio | 15-20 dials per connect |
| Connect to Appointment | 5-10% conversion |
| Appointment Show Rate | 80-90% |
| Appointment to Opportunity | 40-60% |
Outsourced vs. In-House
Outsourced Appointment Setting
Pros:
- Faster time to results
- No hiring/training overhead
- Scalable on demand
- Specialized expertise
Cons:
- Less control over messaging
- Potential brand representation concerns
- Can be expensive per appointment
In-House SDR Team
Pros:
- Full control over process
- Deep product knowledge
- Better cultural alignment
- Long-term cost efficiency
Cons:
- Hiring and training time
- Management overhead
- Ramp time to productivity
Best Practices
- Define clear qualification criteria before booking meetings
- Use multi-channel outreach for higher connect rates
- Send calendar invites immediately after scheduling
- Confirm appointments 24 hours before the meeting
- Provide context to the sales rep before handoff
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