Persuasion techniques for B2B appointment setting

Appointment setting is a key task for the telemarketing company, but it’s also important for all sales professionals. If you use the telephone to develop your brand, persuasion is one of the most powerful tools you have. At Blue Donkey we’ve gathered together a few of our favourite gentle, but powerful, persuasion techniques to help you with your B2B appointment setting.

Product knowledge

Potential customers are much more likely to take your call seriously if you demonstrate in-depth knowledge of your offering. The better you know your business, the easier it will be to answer questions and counter objections. As well as enabling you to present an informed argument, knowing your product inside-and-out will give the impression you’re an expert in your field. When conducting B2B appointment setting, the ultimate goal is to get from the phone conversation to a meeting. Oozing the benefits of your product, and having a thorough understanding of your market, will give prospects confidence in you and should help to persuade them to give you some face time.

Prepare a list of positives

Positivity can be a compelling and magnetic quality. If you’re passionate about the products or services you represent, this will come across in your conversation and will help to gently persuade them you’re worth meeting with. To ensure you come across as well as possible, mentally prepare a list of positives before you pick up the phone. Think about your brand’s special attributes. In the old days (oh dear did I really say that?) we called these USPs (unique selling points). Now, most brands have few USPs, however, it’s still possible to shine through the competition by showing enthusiasm and using intelligent dialog. By getting these attributes right, you can help to ensure you come across as passionate, knowledgeable and communicative. In the 1980s marketing guru, Michael Porter created a famous model for helping us do just this. His strategies help us understand where we fit in our competitive landscape and what to do to exploit our strengths. Using such models can help businesses achieve appointment setting success.


Though persuasion technique relies on your arguments, there is a lot to be said for playing a more passive role. Decision makers often listen to pitches all day long. Making your call different will help it to stand out and get noticed. Instead of barrelling straight in with your offering, try asking the person you’re speaking to about their needs and requirements. Once you know a little more about their circumstances, it will be easier to tailor your offering to suit them.

Honesty is definitely the best policy

A lot of prospects will expect you to gloss over negatives and relentlessly pursue the positives. If something you’re offering isn’t the right fit, be honest and match them to another service that is better suited; even if it’s not so commercially appealing to you as the seller. At Blue Donkey we trade on the understanding that honesty wins the long term advocates that make a business worth working for.

Summarise when appointment setting

Summarising the benefits and features of your offering at the end of your call can help to tempt the decision maker into accepting a meeting. In your summary, go over the details of the meeting including where, when, and parking arrangements. This will help cement the next step of the process in the mind of the decision maker.

To learn more about powerful telemarketing techniques, or if you need some B2B appointment setting for your team – contact Blue Donkey today.

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