Businesses that sell products or services to other businesses (B2B) require an effective appointment setting process to meet potential customers and convert them into paying clients. However, deciding whether to build an in-house appointment setting team or to outsource the process can be challenging.
Appointment setting, when done correctly, may completely transform any business. A sales representative who can continuously replenish their sales funnel with new qualified opportunities is priceless.
The Importance of B2B Appointment Setting
It first establishes a foundational degree of product-market fit. People that you are trying to reach out to are probably unfamiliar with you or your business, so they could be hesitant to pick up the phone. But the issue you are resolving for them is critical enough for them to attend the meeting.
Second, it could provide you with some predictability. Every firm must have a high quality appointment setting strategy. You should be aware of how many meetings correspond to what production level once you’ve put it into practice. How many of such encounters are required to sign a new client? This degree of certainty enables you to make expansion plans. According to research by Sirius Decisions, it typically takes 8 to 12 calls to reach a prospect.
Almost all businesses engage in appointment setting to some extent. Most certainly, the owner, salesmen, or someone in charge of income is cold-calling net new prospects. It’s possible that there isn’t an appointment setting team or that no one is in charge of it full-time. When this occurs, the attempt to schedule appointments or do outreach may be irregular.
In this article, we’ll explore the pros and cons of each approach to help you determine which option is the best fit for your B2B company.
Building an In-house Appointment Setting Team
Building an in-house appointment setting team involves hiring employees and investing in the infrastructure required to manage the process internally.
When it comes to B2B sales, building an in-house appointment setting team can be a effective way to generate qualified leads (sales qualified or marketing qualified) and set up meetings with potential clients. By developing an in-house team, you can have complete control over the process, ensuring that your team understands your product, target audience, and industry-specific language.
The first step in building an in-house appointment setting team is to identify your needs. Start by determining the volume of calls and appointments you need to make and how many staff members you require to handle them. Then, create a job description that outlines the skills and experience needed to succeed in this role.
When building an in-house appointment setting team, it’s crucial to hire the right people. Look for individuals with a proven track record in appointment setting, preferably with experience in B2B sales. They should be able to understand your product and communicate its value to potential clients.
Once you’ve hired your team, provide them with adequate training. This should include both product and sales training to help them understand your product and target audience. Consider investing in ongoing training to keep your team up to date with the latest sales techniques and product updates.
To ensure that your team is meeting your expectations, it’s essential to set goals and metrics. This will help you track the number of calls made, appointments set, and deals closed. Use this information to identify areas for improvement and make necessary changes to your sales process.
To streamline your appointment setting process, invest in the right technology. This might include a customer relationship management (CRM) system, lead generation tools, and appointment scheduling software. This will not only help your team work more efficiently but also provide you with valuable data to make informed decisions about your sales process.
Here are the benefits and drawbacks of this approach:
By building an in-house team, you have complete control over the process, including the quality of the team, the message, and the data.
Tailored to Your Needs: Your team can be trained to meet your unique needs, ensuring that they understand your product, target audience, and industry-specific language. Tailored to Your Needs:
Data and Knowledge Retention: An in-house team allows you to retain customer data and knowledge, which can be used to develop sales strategies and improve the product.
Building an in-house team can be costly in terms of recruitment, training, and infrastructure. Additionally, you’ll need to manage salaries, employee benefits, and taxes.
You’ll need to ensure that you have enough staff to handle a high volume of calls and appointments.
The process of recruiting, training, and managing an in-house team can be time-consuming, taking time away from other essential business activities.
While building an in-house team may require more resources and time, the benefits can be well worth the investment in the long run.
Outsourcing Appointment Setting
Outsourcing appointment setting involves partnering with a third-party provider to manage the appointment setting process on your behalf. Outsourcing appointment setting can be a smart move for businesses looking to generate more leads and set up meetings with potential clients. By outsourcing this task, businesses can save time and resources while benefiting from the expertise of professional sales teams.
When outsourcing appointment setting, businesses can benefit from the expertise of professional sales teams. These teams are trained to identify high-quality leads and have the skills and experience to set up meetings with potential clients. They also have access to the latest sales techniques and technology, ensuring that they are using the most effective methods to generate leads.
Outsourcing appointment setting can be a cost-effective solution for businesses. Rather than investing in the resources required to build an in-house team, businesses can pay for the services of an outsourced team on an as-needed basis. This can save businesses time and money while still achieving their sales goals.
By outsourcing appointment setting, businesses can focus on their core competencies. Rather than spending time and resources on setting up appointments, businesses can focus on developing their products or services and serving their existing clients. This can lead to higher quality products and services and increased customer satisfaction.
Outsourcing appointment setting allows businesses to scale their operations quickly and efficiently. This is especially important for businesses that are experiencing rapid growth or seasonal fluctuations in demand. Outsourced teams can quickly adapt to changes in demand and ensure that appointments are set up efficiently.
Outsourcing appointment setting can save businesses time. Sales teams can work around the clock to set up appointments, ensuring that businesses are not limited by time zones or geography. This can lead to increased productivity and more effective use of time.
Here are the benefits and drawbacks of this approach:
Outsourcing appointment setting can be more cost-effective than building an in-house team. The provider will handle the recruitment, training, and infrastructure required, saving you time and money.
Outsourcing provides the flexibility to scale up or down the appointment setting process as per the business requirement.
A professional appointment setting service provider has the expertise and experience to deliver results, making them more effective at reaching the right prospects for your business.
Lack of Control:
Outsourcing can result in a loss of control over the process, message, and data. The provider will be working with multiple clients, so it may not have the same level of focus on your business as your in-house team.
Quality concerns can arise as the provider may not have the same level of knowledge of your business, product, or target audience as an in-house team.
Your company will be dependent on the provider, and if it goes out of business or experiences service disruptions, it could affect your business.
Factors to Consider
When deciding whether to build an in-house team or outsource appointment setting, consider the following factors:
Do you have the budget to build an in-house team, or is it more cost-effective to outsource?
Do you have the staff to handle the appointment setting process, or do you need to scale up?
Do you want complete control over the process, or are you comfortable outsourcing it to a provider?
Do you have the expertise required to manage the appointment setting process internally, or would it be more effective to outsource to a professional provider?
Do you have the time to manage an in-house team, or would you rather outsource the process and free up your time for other essential business activities?
Outsourcing also allows businesses to focus on their core competencies, scale their operations quickly and efficiently, and save time. While outsourcing appointment setting may not be the best solution for every business, it’s worth considering as an option for those looking to improve their sales process.
Deciding whether to build an in-house appointment setting team or to outsource this task is a critical decision for any B2B business. While building an in-house team may provide more control and customization, outsourcing can offer cost savings, expertise, scalability, and focus on core competencies.
Ultimately, the decision depends on a business’s unique needs, resources, and goals. It’s essential to carefully evaluate the pros and cons of each option and determine which solution aligns best with the business’s overall strategy and objectives.
By making the right choice, businesses can set themselves up for success in generating high-quality leads, setting up valuable appointments, and ultimately driving revenue and growth.
At ONLY B2B, we help companies setup internal inside sales teams as well as setting appointments on their behalf. If you have any questions, contact us to learn more.
Must Read: B2B Appointment Setting Tips And Strategies
Vikas Bhatt is the Co-Founder of ONLY B2B, a premium B2B lead generation company that specializes in helping businesses achieve their growth objectives through targeted marketing & sales campaigns. With 10+ years of experience in the industry, Vikas has a deep understanding of the challenges faced by businesses today and has developed a unique approach to lead generation that has helped clients across a range of industries around the globe. As a thought leader in the B2B marketing community, ONLY B2B specializes in demand generation, content syndication, database services and more.