The Costs and Rewards of Appointment Setting in B2B Telemarketing

There are a number of reasons why some applicants just could not be accepted for a job. Perhaps, skills are lacking. The required educational attainments are not met. Some might have the intelligence, but are self-diffident which failed them in the interview. Or to put it simply, there are just persons who are not qualified with a company’s standards.

The same is true in lead generation. It is necessary that every little thing is qualified, not a mere illusion. Sales leads must be qualified in order to have higher chances of closed sales. The installed technology ought to be qualified according to a company’s specific needs. The outsourced telemarketing company should be qualified in order to wrap up qualified appointments that their clients want.

Every company aims for qualified appointments. They do not want their sales representatives to arrive empty-handed after an assumed qualified appointment setting with a sales lead. After all, they pay a price to get what they want. However, when a business entity outsources a business-to-business  B2B telemarketing, every penny paid is returned in double or more.

Let us uncover the costs and rewards of a qualified appointment setting.

1. Cost Per Appointment

How much does a company pay for every qualified appointment? Does the payment worth the outcome of the appointment? Or is it overpaid?

Cost per appointment depends on the agreement between the telemarketing company and its client. Another thing that has been considered is the specific decision maker that an appointment setter has targeted.

The telemarketing firms have trained and educated their professional appointment setters to provide their clients with a list of qualified appointments, which targeted those decision makers who are at the top management. When client’s sales people delivered well during the presentation, sales come in a hundredfold.

2. Cost Per Quota

Aside from cost per lead, another cost scheme used is the cost per quota. Meaning to say, clients pay when the telemarketing service provider has reached the requirement in the number of qualified appointments. This is no problem for both partners. In the case of the client, an aggregate payment is lower than a cost per appointment. On the telemarketing firm’s side, there is no pressure in meeting the requirement since such agreed demand has been based primarily on the appointment setters’ experiences and capability.

3. Other Service Costs

An appointment is the start and not the end of customer relationship. This is to be followed with lead nurturing. This is so because it is crucial to keep in touch with the customer so that loyalty will exist. The business organization is obliged to keep their customers aware through constant updates.

A life-time value should be established relative to the customer. If a company is content with one sale to one sales lead, then such firm ought to think seventy seven times. It is to be remembered that one closed sale is a big no-no in doing business.

4. Opportunity Costs

When appointment setters pick up the wrong prospects, the opportunity costs foregone is high. The time, money and endeavor that should have been used to generate qualified appointments are wasted when the wrong ones are chosen.

The good thing is that this is not an issue with telemarketing service providers. Through their pre-qualification processes and specialists, no appointment is set until it has been accurately determined that a sales lead is qualified, sales-ready and within the company’s criteria of targeted prospects.

Jennifer Lee is a Business Development Manager for Callbox, a B2B Lead Generation company that specializes with expertise related to B2B marketing, lead generation and appointment setting.