Sales Appointment Setting Tips – Play A Hero or a Lesser Evil?

When playing the hero wins you the trust of potential customers, it’s a powerful marketing pitch. At least, that’s what Mark Schaeffer thinks when describing Apple’s recent shift towards offering hardier security policies.


But in the bigger picture, are you really playing the hero or are you just the lesser evil? A good appointment setting process requires careful understanding of a prospect organization’s ethos (controversial as that sounds). Otherwise, you can’t tell the difference (and yes, that is a very big deal).


SalesForce for example has just started targeting the startup sector, a sector known for making the most out of just freebies and cash-strapped budgets. Business models aimed at helping them get on their feet and programs to cut the time short for individual sales appointments can make your organization look almost like the Justice League (or at least Peace Corps).


Is there another side of this coin though? There could be. Among the risks, you have the danger of giving a sizeable chunk of your business away. Others might be tempted to ‘game’ the whole process and make sustainability difficult.


This leaves you with three questions:


  • Are you playing the necessary evil or a true-blue hero?- Answering this question will actually depend mostly on who comprises the most of your current target market. If a landslide majority of your customer will openly support, say, a charity-style approach to lower-budget customers, then it’s only logical to make it so because you already have most (if not all) of the backing you need.


  • Do you think it matters? – Although, maybe having the majority support of your target market may not be a good long-term strategy. Hence, a look on both sides of the coin is necessary. You might have to prepare for any likely problems that could create disillusioned supporters. On the other hand, you’ll only reach this conclusion if you maintain an open channel of constant feedback. If the feedback remains generally positive, maybe there isn’t much to worry about.


  • Who is the most likely to have a problem? – Finally, perhaps the best way to understand the other side of any coin is someone who has the most personal stake in it. The iPhone’s new MO for example, could be a minus for those working in law enforcement. Likewise, you have to be wary about who will be most negatively affected by what you do and see if their feedback can create a more balanced perspective.


In all this speculation. You will need the full set of appointment setting resources to successfully conclude the sentiments among your entire target market. Phone surveys, webinars, and live Q&As will likely make up the bulk of your assessment so make sure to maximize and outsource marketing resources appropriately.

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