Appointment setting script for callbacks: Qualified followup strategy.

The dreaded appointment setting callback.

The pleasant, enthusiastic voice that asked you to call back.

The dozens of calls, the multiple voicemails, the sound of silence.

How do you minimize this wasteland?
Use these three call back strategies.

Table of Contents

Prospects are not in charge of your discovery call strategy

First, you do not call someone back just because some schmo who will never buy from you asked you to.

You are in charge of your time. You don’t invest it merely because maybe… possibly… under some circumstances… you MIGHT get a discovery call and a new account.

Three prerequisites a cold calling callback

There are three prerequisites to a follow-up call and a scripting strategy that you must use.

Try hard to disqualify them

Prerequisite #1: You tried hard to DISQUALIFY THEM on the initial call.

This is counterintuitive. You are not trying to keep it alive; you are trying to KILL it. Frustrated appointment setters in low productivity land are wimps who call back anybody with a pulse and spend way too much time in “maybeland.”

Successful appointment setters only call back for good reason. Remember, this is about closing worthwhile accounts, not setting appointments.

Example: They ask you to call back after your initial 30-second set the appointment pitch. Your response goes something like this…

“Sure, I would be happy to call you back. When would you like me to call?”
“30 days? Sure. May I ask why you would like a call at that time?”

Now you listen. If they give you a non-specific, no reason, general BS answer, you respond with something like this…

“I could do that but let me say this… we do a lot of this… companies like A, B and C use us because of benefits 1, 2 and 3. If you don’t think it would be worthwhile for us to schedule a time to meet in 30 days just tell me and I won’t be on your back.”

If they respond with a specific good reason to call back, answer – call them. If they don’t, just be direct. Tell them it doesn’t sound like it would be MUTUALLY BENEFICIAL for you to call back and go to Plan B.

Have a callback backup plan

Prerequisite #2: Plan B

People buy from those they trust who have credibility in their eyes. Repeated consistent “touches” build credibility and trust.

Without delivering multiple touches, they don’t know you, trust you, nor find you credible in their eyes.

So, offer them valuable information and strategies (valuable to them, not you) delivered over a period. Set it up to be delivered automatically without day-to-day involvement by you.

If they are serious and real, they will agree to receive information… call them back sooner, maybe six weeks. If they won’t opt-in… call them back later, maybe six months or longer.

Appointment setting callbacks must look like your best accounts

Prerequisite #3: They fit the profile of a good account.

Meaning……… that they share many of the characteristics of your best accounts. You look to SIC codes, employee ranges, and revenue ranges and only call those who look like your best accounts. If they don’t share those characteristics, you shouldn’t have called them in the first place.

A BIG BIG mistake made by frustrated appointment setters in low productivity land is to spend way too much time calling suspects who fall outside of their best account profile because they “don’t want to miss anyone” or “anybody could be our client.”

Thinking like that dooms you to low-productivity land and low appointment setting results.

There are usually far more good quality suspects to call than you have time to call. Don’t call lower probability lower value suspects when you could spend the same time calling high probability higher value suspects.

Sooooooooo………………………..
When you callback…

  1. They tightly fit the profile of your best accounts. If you jump through all the appointment setting hoops and close a deal, it will be worth it.
  2. They have been on your follow-up multiple touch program, so they now know you, how credible you are and the valuable benefits you deliver. Now, when you call, you are not a stranger.
  3. You attempted to disqualify them on the first call, so they are a prime suspect.

 

When you call back, simply restate your tightly written 30-second set appointment pitch. Don’t assume they will remember you.

H3 When you callback don’t assume they remember you

Don’t try to jog their memory. Simply restate what you said the first time you called them… and add…

“Ms. Jones, we spoke a month ago, and you told me it would be easier for you to find time on your calendar if I called you back on this date. I would like to get together – state dates – would you have some time?

DO NOT confuse them with more info they have not heard before.

Repeat and reinforce what they have heard before so that they have clarity about who you are, what you do, how credible you are, and the benefits you deliver.

Ask for the meeting.
Don’t dilute your message by adding unnecessary words.
Don’t be a phone wimp.
Don’t work their plan, work your plan.

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