The software industry is one of the most competitive and software companies are constantly vying to get the biggest market share. Therefore, if you are part of this industry, you need to have an efficient and relevant lead generation process in order to maintain existing clients as well as attract new ones. That’s where appointment setting comes in. If you think that it is just about cold calling someone and perhaps close a sale, you’re wrong. It is the stage where you nurture your lead; thus, what you do during this phase can make or break the deal. On the other hand, if you and your team can nail it, you will be able to build an abundant source for your sales pipeline. What Does an Effective Appointment Setting Look Like? Any strategy starts with research. If you want to get the best leads, talk to any contacts, or even close a deal, you need to invest your time first in researching your potential buyers. If you know who you will be talking to, you’ll be able to have an engaging and well-prepared conversation with your prospect. What’s next after your research? Read on: Leverage multiple communication channels Each person/business has their preferred communication channel. Some want to be contacted through email, some want to get on a call, while some through their social media network. Build a rapport Although your ultimate goal is to make them into paying customers, avoid hard-selling to your prospects. Don’t appear too eager in booking an appointment. Instead, build trust by genuinely connecting with them by asking thoughtful questions. Make it short Whether you are reaching out to them by phone or email, the rule of the game is to keep it short and simple. Mike Scher, CEO of Frontline Selling, advises that 20 – 30 minutes is the ideal length of time to explain to your prospect why you are calling . He explained that 10 minutes or less give an impression that what you have to discuss with them is not important. Always include a call to action Call to actions isn’t just about telling your prospects to do something. It is also your way of showing them that you are not wasting their time. Not including CTAs is like inviting your guests to your party but you did not tell them where to go and what to do next. The Final Touches Appointment setting is a tedious task but a scheduling tool can streamline the process. Automating it will also prevent you from forgetting what needs to be done. Check the full version of this article at the Callbox - The Savvy Marketer .