Service guide / Appointment setting
Book meetings your sales team can use
Define a qualified B2B appointment, capture the right context and learn what happens after the handover.
Agree what earns a meeting
Appointment setting identifies and qualifies prospects, then arranges a conversation with the right salesperson. Agree what makes that conversation worthwhile before the first call. A minimum definition could cover a target account, a relevant participant, a problem the prospect recognises and an agenda they accept.
Use qualification to prepare the conversation
Ask what prompted the prospect to take the meeting, how they handle the problem today and who else might need to be involved. Capture an unknown budget or decision date as unknown. A buyer exploring options may be worth meeting when the problem fits, provided sales understands the stage and can make the conversation useful.
Make the handover specific
Include the date, agenda, participants and any commitments in the invite. Give the salesperson a short note containing the prospect’s wording, the current approach, the source of the conversation and anything you promised to send. Keep personal data limited to what the team needs. Define who handles reschedules, declines and unanswered invitations.
Decide when the model fits
Appointment setting works best when closing requires a consultative conversation and the sales team can handle the volume promptly. It is harder to justify for low-value transactions or when the offer needs extensive explanation before a buyer sees the point. When calendars are full, narrow the audience or adjust the weekly cap before adding outreach. For a provider-side example, Reexia’s appointment-setting process sets out how it qualifies a prospect before booking. Use the stages to identify which criteria you would want written into your brief.
Track meetings through to outcome
Report booked, held and accepted meetings separately. Agree how to handle duplicates and replacements. If many meetings go ahead but sales rejects them, compare notes against the definition of fit. If buyers keep missing calls, check the wait between booking and meeting, the clarity of the agenda and how invitations are confirmed.