[Blog] How to Secure A Customer For Life

Vince Kudla

Appointment setting is an essential component of any business strategy because it aids in the generation of new leads and revenue growth, as well as improving customer retention, relationship building and growth potential. Creating a consistent cadence of customer meetings is one of the most valuable, yet underutilized retention management tools available to businesses.

Setting appointments is the first step in creating a communication channel, but more importantly, it's an opportunity to sit down and hear what your customers need. The formal meeting on the calendar secures their undivided attention, ideally in a distraction-free forum. Preparing an agenda to lead the discussion and practicing active listening are vital to unearthing valuable information, service expectations and additional sales opportunities. Nothing makes a customer feel appreciated as much as feeling “heard” by those they do business with.

What we're talking about is communicating.

Relationship building is an art, and consistent and ongoing communication is critical to building and maintaining a great relationship. Communication is the key to a successful and long-term relationship with customers. The progression of AI, digital marketing automation and related technologies has created a dynamic where many customers crave a tangible, meaningful relationship in return for their loyalty and business. Customers will wield their purchasing power with whoever has a better offer if all you offer is a commodity. Therefore, businesses must develop solid relationships to bolster retention with long-term customers.

Sitting down in person, by phone or via video conference opens a line of communication that strengthens with each follow-up interaction. The insurance industry is an excellent example of an industry fighting the commodity stigma. Many carriers and agents promote the notion that customers should have a relationship with their policies—a real relationship involving a regular cadence of touchpoints and open dialogue. Consistency is essential to creating these types of engaging relationships.

How to implement an appointment-setting strategy.

To implement an appointment-setting strategy, start with an agenda and purpose for the meeting, but allow and encourage open and organic dialogue. Invest in an appointment-setter or scheduler whose primary duties include gathering relevant information on potential leads and your book of business, contacting them via phone or email and persuading them to schedule a meeting with a team member.

Great appointment setters possess exceptional communication skills, adept organizational abilities and a comprehensive understanding of the company's product or service. They should be able to field questions about each product and service and use that information to combat rejections or refusals. Practical appointment setting relies on strong organizational skills and a personalized approach to each interaction.

Appointment setting best practices

Good appointment setters are great communicators, active listeners and are highly persistent. Great communicators are not just excellent talkers; they're active listeners. An effective appointment setter always actively sources information from prospects and customers.

Active listening is crucial to the goal of appointment setting. It helps others feel comfortable sharing information with you, builds trust and helps identify customer needs.

Persistence is essential to achieving great conversion rates. Only some leads or customers will agree to a formal sit-down right away. A strong conversion rate requires tenacity and persistence. You need to drive yourself to follow up on every opportunity.

A personalized approach should be part of the process. Schedulers should incorporate some of their personalities, whether on the phone or through email or SMS. Each exchange should be natural and organic while maintaining the core message's integrity.

Multiple outreach methodologies are a critical element of appointment setting. Email and SMS campaigns are excellent, time-saving and cost-effective ways to supplement a phone campaign. Email sequences or SMS reminders can help keep prospects and customers engaged without overwhelming them.

Organization is a must for tracking appointments. CRMs, appointment setting platforms and other software tools help manage customer records, coordinate and sync calendars for all parties, and keep everything organized and accessible. Staying organized promotes efficiency and good time management and is essential for demonstrating to customers that you have heard them.

Following up after each meeting helps establish long-term engagement and demonstrates interest in and commitment to each customer's success. Consistently follow up on every conversation and extend appointments beyond the allotted times. Following up fosters long-term engagement, showcasing a genuine interest in and commitment to each customer's success.

Assess outcomes

It's crucial to assess performance and outcomes and readjust as needed—obsess over quality, which means tracking what you expect and coaching to a consistently high level. Create a direct feedback loop with the appointment setter and share nuances, challenges and other learnings. Recognize excellent performance, and remember that the scheduler extends your business and pipeline.

Finally

There are plenty of reasons to want to sit down with a customer or a prospect including discovery, gaining a deeper understanding of customer priorities, product and service overview or simply building a relationship rather than only focusing on making a sale. The appointment-setting call as a retention tool has valuable potential.

Utilize the appointment-setting call as a retention tool, extracting value even without setting an appointment. Reinforce your relationship and brand during the engagement. Make the most of having the customer on the phone and secure a customer for life.