Appointment setting high ticket prospecting difference

Everybody loves to sell new accounts, especially those that bring in high revenue and high profit.

If you have high ticket services to sell, your approach to B2B appointment setting, lead generation, and sales development, must be mindful of certain realities.

If you have unrealistic expectations or are not mindful of qualified sales lead metrics, you’ll miss out on big ticket opportunities.

Table of Contents

Reality #1

The odds of you reaching them at the right time is slim

Why? High ticket purchases are infrequent. Plus, sales cycles can range from 6 months to two years, or longer. It is typical for most of your targets to lack an immediate need or be reluctant to meet, as buying what you offer is not on their short-term radar.

   B2B Appointment setting: Qualified sales leads metrics to set your expectations

Broaden your outreach goals beyond those ready to buy now. Bear down and seek to identify those that will anticipate buying within 3 – 15 months. In fact, when prospecting whales, identifying qualified callback dates is equally, if not more, crucial.

You will book far more business from those that share a future need and suggest a callback date than you do from those that agree to meet right now.

Don’t get me wrong. You are seeking to book as many discovery calls you can right now. But the reality is that many that won’t meet now will buy from a competitor in the future. You must also identify those with future intent.

Cultivate both.

Reality #2

Those that get the check instill trust and confidence.

Consistency builds credibility. Multiple “touches” over a long period of time, are necessary to build trust. (Rule of 7). Keep these concepts in mind.

Ever lost an account to a less deserving competitor and wonder why?

Think of it from the buyer’s point of view. You know they went with the company they had more comfort, trust, and confidence in. That takes time.
You instill trust and confidence in the lead generation stage with consistent interaction and messaging over a period of time.

Reality #3

You are more likely to sell a high-ticket account if they call you

Is it easier to sell when you have to break the door down to get in or when you are invited?

Years ago, light dawned on marble head with the realization that closing percentages skyrocketed when potential accounts initiated the contact. Not only did closing percentages increase, but those accounts tended to be the most satisfied and profitable.

You can engineer that response with your cold outreach efforts.

You certainly want to set as many appointments as you can immediately. But, if you do it right, you are also becoming visible and recognized as a potential resource among your highest probability prospects.

You code and segment appropriate to your business and follow up regularly with good positioning and a consistent message. Top prospects become aware of you and come to believe that you are a credible option. When your target is ready, THEY WILL CALL YOU.

This has no chance of happening if your outreach efforts are not frequent, consistent, and recognizable.

Reality #4

Don’t try to make a silk purse out of a sow’s ear. Look for your clients.

There is an abundance of high-quality potential accounts in the universe of prospects. The best B2B lead generation systems find those accounts.

They are out there. If your system is not finding them, test options and fine tune your process. You can win against larger and better financed competition, if you are focused, organized and execute diligently.

Do not settle. Do not lower prices. Do not accept work outside of your genius zone.

Commit to improving your lead generation process and finding your clients.

Reality #5

Laser focus on economic buyers.

Everything you say and how you say it must assume that you are speaking to an economic buyer. The economic buyer is the ultimate decision maker. Economic buyers can say ‘Yes”, when others say no.

Economic buyers influence strategy and direction, while non-economic buyers advise and execute.

The economic buyer owns the budget.

A buyer also recognizes needs and is going to buy from someone (maybe you, if you are at the table) within three to 15 months.

Always speak to economic buyers as if they will be receptive to your message.

What do I mean by this?

Well, the great majority of people we speak to have no need or desire to buy what we are selling. That being the case, salespeople tend to water down what they say to be comfortable with prospects they expect will say no. Do not be one of them.

If you water down your message to have more comfortable conversations with non-buyers, you will have less impact on buyers.

Focus on economic buyers that recognize needs that you can satisfy

Assuming you have picked the right pool of targets, all you have to do is systematically move through that pool and deliver a clear benefit-laden message. When you do, the ears of future new clients will pick up, and they will identify themselves to you.

If they do not, maybe you are not clear and concise.
Maybe you are not communicating enough benefits.
Or, maybe you have cast the net far too wide.

If you defined the pool of targets too widely, many will have no needs you can help with. They will reject what you say.

Focus solely on “Buyers.” Say what “buyers,” those that recognize a need, have some discomfort with their present situation or are open to a new vendor relationship, need to hear to determine you are worth more of their time. Ignore everyone else and ruthlessly toss them down the stairs.

Reality #6

Stop prospecting to low probability, low volume, low margin suspects.

One of the surprising things I run into again, and again, and again, is how much time and resources people spend communicating with groups of suspects that never should have been called in the first place.

If your first reaction to this is “Scott, you never know…” race to the nearest mirror and repeat 50 times “I am a knucklehead. I am a knucklehead.”

Many sales teams have far more “great” targets to communicate with than they have time or resources for. Yet, I often see, I am not kidding, 50%, 60%, 70% or more of their time invested in communicating with suspects, who, relative to their other options… never should have been called in the first place.

If your offering is a high ticket, don’t spend time interacting with groups that are lower probability. Don’t. Be ruthless about identifying your higher probability targets first. Don’t start reaching out to lower probability targets until you have called out your higher probability group.

You will find more clients by going longer and deeper on fewer prospects.

Your laser focus should always be on allocating time wisely to those most likely to generate a disproportionate percentage of your revenue.

Treating all suspects and prospects equally is foolish because not all of them will contribute equally to your sales results.

It is outside sales lead generation malpractice to not know the difference.

Reality #7

What is comfortable for most, will not earn you a close

You will not reap maximum results with your outside sales efforts by using lead generation practices and cold calling scripts that feel comfortable with “most” of the people you engage.

Whether larger value accounts agree to meet, respond, or close often teeters between “OK” and bye-bye. At every stage of the sales process, you seek to move to the next substantive step on the way to closing a sale.

“Most” prospects have no needs you can help with. Even among high probability lists only 15%- 18% might be active buyers for what you offer.

What is comfortable for most will not be have enough impact on active buyers to get you in the door. It certainly will not substantive enough to earn you the 2% difference you need at closing time to earn a new account.

You need to challenge thinking, you need to ask uncomfortable questions, you need to work your plan in the best interests of the prospects.

If your thought is “some people won’t like this,” “this might annoy some” or “this feels uncomfortable,’ that means that you are holding back on communicating your value and competitive difference.

That may mean you have more comfortable conversations with non-active buyers and those who will say no. But, thoughts like that mean that you are pulling your punches and not getting to the root of a real prospect’s pain points, concerns and wants.

Reality #8

Your value and credibility statements must be crystal clear

Crystal clear. In a moment.

You are not trying to make a friend. You are seeking to enable someone who has a need, to understand that you can solve their problem, that you are credible and worth more time to explore.

At the critical moment of first impression – if an active buyer cannot grasp what you do, why you are credible, the 3 top benefits you deliver or what you want them to do… you will lose that opportunity.

Within the first three seconds, they are going to make a judgment. Is this person worth listening to? If their initial inclination is no, you now have to overcome that.

Reformulate what you say. Be clear. Make an impact. If the person you are speaking to has a need you can solve, make sure what you say communicates that right up front.

Reality #9

Top producers think differently than those in the hamster wheel.

Focus on your complete process.

Selling and earning a high income with a big-ticket offering is about more than just appointments, scripts, closes, and handling objections.

Recently completed a group tele-coaching program with a corporate sales team. What did the most successful salesperson in the group want to improve? I quote. “Scott, I want to tighten my whole process.”

Another top producer said this to me. Scott, I am overly analytic and am sending you charts, graphs and data to illustrate what is happening at each step of our calls. Please review the data and help make us better at each step.”

Top producers think differently than those in the hamster wheel. They see all the steps involved in achieving their sales goals. They know what the steps are and how they relate to the other steps and achieving sales success.

Those in the hamster wheel focus too much, much too much, on component parts of sales success. Things like scripts and responses to objections, but don’t see how these things fit into the big picture of sale success.

It is a mindset.

Those that are best at selling big ticket offerings see all the steps involved in achieving their goals. They focus on improving at each step and how they all work together for better results.

Hamsters in the wheel do not see this big picture, miss many opportunities they should be benefiting from, and work way too hard for the results they get.

Reality #10

Activity based thinking kills your appointment setting results

Most outside salespeople pay homage to “work smarter, not harder” and “selling strategically” but the reality for lead generation efforts for most outside salespeople is quite different. That is why “most” outside salespeople are not top producers.

When the rubber hits the road “most” outside salespeople are still working with an activity oriented, cast the net too wide, never give up on a lead, don’t want to miss anyone sales mentality which dooms them to the salt mines of sales. They will never taste the income of a top producer unless they inherit it.

Suspect surfing is chasing randomness

You want to be laser focused on higher probability prospects and it is a mistake to work more than you can work well.

Working a longer and deeper process on fewer records will generate the most results.
Working a ton of records superficially is what I call “suspect surfing.” It is the equivalent of chasing randomness. You win occasionally, due more to serendipity and chance than because of working a solid process on higher probability prospects.

A broken clock is right twice a day. Blind squirrels find a nut once in a while. But that is not the way you are going to set appointments for high ticket offerings.


B2B appointment setting for higher ticket services requires a different mindset. The above realities are key to earning more of these accounts.

Contact us if you have questions.