Book Meetings: How to become a professional at booking meetings

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Do you also want to become a professional at booking meetings? As a salesperson, it’s important that you have a system in place to effectively book meetings with potential customers and ensure that the meetings actually take place.

To increase your hit rate, it is important to have structure, discipline, and follow-up. Many people think booking meetings is easy, but in fact, it is a very repetitive and time-consuming task. Sometimes hours can go by without a single response. That’s why it’s important to build a strategy that makes it easier to stay motivated. Let us help you get started with our guide and useful tips for booking meetings!

Make lists of people to call

To succeed in effective meeting booking, you need a ready-made list of people and companies to call. The list can be specific to a certain geographical area, a certain industry, or any other grouping that is business-critical to your organization. It’s important that your sales team has a system in place for how to approach each prospect to reach as many potential customers as possible.

It is always effective to segment the list based on relevant categories. This makes it easier for the meeting booker or salesperson to prepare for the challenges and situations that may arise when you are in contact with the relevant customer group.

To make things a little more structured, you could set up a number of criteria in a CRM system. Then, with a simple search, you can pair your criteria with current company information to find the right company, but also the right people within the company.

Qualified meeting booking with a focus on customer needs

What really determines whether a customer says yes or no to a meeting? Probably because he or she believes that this meeting can solve a challenge or a problem. So it’s important that before you call to set up a meeting, you know exactly what the customer’s needs are. You need to have conducted a needs analysis.

When you work with segmented lists, it’s easy to conduct an accurate needs analysis. List common denominators for all recipients on the list.

It may take a little while to get to know the different customer groups. Don’t expect to schedule a lot of meetings in the first few calls. Instead, try to get to know your potential customers by asking questions that can help you present a compelling offer on the next call.

An effective strategy for getting to know the customer and making connections is to visit the customer. You can read more about visit booking here.

Cold call scripts

Write a sales script for your cold calls, taking into account potential objections and writing down counterarguments. Remember that the conversation should still be natural, so you should not read from memory but be prepared for what may come up during the conversation.

The script you write sets the agenda for where you want the cold call to go. It’s up to you to identify the customer’s needs or problems and draw attention to them, then present an attractive solution. The purpose of your sales script is to respond to the customer’s needs and develop an effective sales pitch. Only then will you be able to demonstrate the confidence needed to convince the customer?

Now you might be wondering what a cold call is. Cold calls are when you call someone you haven’t had contact with before. Many times the person has no direct connection to your business or what you are selling. The potential customer is simply not prepared for your call. You can read more about cold calls and how to make them here.

Time to schedule a meeting!

Are you ready? Now you have done all the necessary preparations. You have made a list of current company information, developed a needs analysis, and prepared a sales script. The next step is to actually pick up the phone and make the call.

To help you succeed, here are some final useful tips for booking meetings:

  • Smile throughout the call, even if the person can’t see you. Smiling releases endorphins that keep you calm. A smile is also heard through the phone and will make the customer feel more comfortable.
  • Find customer value in the conversation. Even if your goal is to book as many appointments as possible, it’s not certain that the potential customer will accept. However, you can always create value for the customer, even in a call that does not lead to a scheduled meeting.
  • Have a clear goal for the call, beyond booking a meeting of course. Is it to get to know the customer better, build an important relationship or maybe practice for the next call within the same customer group? It’s entirely up to you.

Don’t forget to evaluate your appointments

Although you shouldn’t think too much when you’re booking meetings and try to make as many calls (with preparation) as possible, it’s also good to evaluate your sales technique. That’s how you’ll find out what actually works and produces results, and what doesn’t. It’s important that your appointment bookings are of high quality and that they lead to actual meetings.

Analyze your hit rate

To understand how effective your meeting booking strategy is and what your hit rate (the number of calls that lead to meetings) looks like, you can use the following calculation:

The number of calls made / number of meetings booked = hit rate for booked meetings.

Compare your hit rate with other meeting bookers to find out if it is good or needs improvement. However, it is important to always try to improve and develop your strategies. Remember that regular sales training is essential for anyone working in sales.

How many appointments are conducted?

Just because there is a scheduled time for a meeting does not mean that the meeting will take place. The meeting can be rescheduled but also canceled. Analyzing the number of completed meetings is therefore very important. A meeting being canceled does not necessarily mean that you have done a bad job as a meeting booker. It can also be related to factors such as:

  • If the customer receives a clear confirmation that the meeting is booked.
  • If the customer receives a reminder of the upcoming meeting.
  • Whether the customer knows what the agenda and purpose of the meeting are.

In larger cities like Stockholm, booking meetings can be more difficult, as there is a lot of competition for customers. Increase the chances of meetings taking place by scheduling the meeting on a Tuesday, Wednesday, or Thursday. These are statistically the best days for sales calls – though not in all industries. There may also be times of the day that work better or worse. Dare to evaluate and improve your meeting booking strategy to improve your results.

There are services that help companies book meetings, but by following our tips and advice, you can avoid paying a high price for booking meetings. Become a professional by practicing structured work, learning useful techniques, and evaluating your work.


Simon Blanche

Simon Blanche