Friday Fusion: October 16, 2020

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What are the most important things to focus on to be successful in a B2B appointment setting?

Make it easy.

Prospects should be able to book a call with you in seconds, with a few clicks.

It shouldn’t take a lot of back and forth via email.

The easier you can make booking a call with you, the more calls you’ll book.

Make it appealing.

Nobody’s excited by filling out a generic contact form.

Tell them why they should book a call with you. What’s in it for them?

Better yet, brand your calls. Give them a name focused on the outcome for your prospect.

Make it consistent.

Don’t hide you’re “Contact” button on your website.

Make it stand out, and repeat it.

It’s consistency and the follow-up that will help you book more calls.

By making it easy, appealing, and consistent to book B2B appointments, more of your prospects will do just that.

Branding comes before marketing. What comes after marketing?


Branding and marketing without sales is like building a super fancy restaurant that looks amazing on the outside…

…but when people come inside, you have no food to offer them.

How do you generate sales?

First, you create a product or service.

What do the people who are attracted to your brand and marketing need help with?

What can you offer them in exchange for value?

Brands sell all kinds of products and services:

  • Carpet cleaning.
  • Websites.
  • Fun experiences.

There is an infinite amount of products and/or services you can create. But you must create one.

Second, you offer it to the people you’re marketing to.

Unless it will cure cancer, you cant expect to build a product and expect people to show up.

You have to go out there and offer it to people.

Your offer will work even better if you’re offering it to the people attracted to your brand via your marketing.

There are many different ways to offer your product/service:

  • Landing pages
  • Phone calls
  • In-person presentations

If you want to generate more sales, make more offers.

Branding and marketing is the first step.

Then, it’s time for sales to take over — and to start generating revenue.

Should I use a template for my company website or create the whole thing from scratch?

It depends on your copywriting and web design skills.

It also depends on your budget: how much money and/or time you’re willing to spend on your website.

If you don’t have the necessary copywriting and design skills, then the right template can be a fantastic option for your website.

A template is like a guide. It’s a structure that directs to motion or position of your website.

Templates are a bit inflexible and generic — but, they will help you finish your website and launch quickly.

And once you launch, you can iterate and make the template your own.

Also, if you don’t want to spend a lot of time on your website, then using a template will be much quicker— especially if you don’t have web design or web development experience.

But if you have the necessary copywriting and design skills, try to do it from scratch.

Or, use a template as a starting point — but then, make it your own.

You’ll create something more unique to your company.

It will take you more time, but for some people and certain types of businesses, that uniqueness is worth it.